Northampton Electronic Collection of Theses and Research

The dynamics of the East African market

Johannesson, J. and Palona, I. (2010) The dynamics of the East African market. International Journal of Marketing Studies. 2(1), pp. 13-23. 1918-719X (Print); 1918-7203 (Online).

Item Type: Article
Abstract: The establishment of the East African Community (EAC) Internal Market in 2010 creates a market of 126 million people. This article reviews the dynamics of marketing in the EAC by describing the history of the EAC formation, the socio-economic situation, and the role of factor investment in laying the foundation for rapid economic growth. Moreover the development of the retail environment in the EAC and the corresponding successful marketing mix strategies are described. The typical business strategy, structure, and rivalry and the role of chance are discussed as well as managerial implication for organizations entering or operating in the particular characteristics of the EAC market
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
H Social Sciences > HF Commerce > HF1379 International commerce
H Social Sciences > HC Economic History and Conditions > HC94 By region or country > HC800 Africa
Creators: Johannesson, Jokull and Palona, Iryna
Publisher: Canadian Center of Science and Education
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Business and International Management (to 2010)
Faculties > Faculty of Business & Law > International Strategy & Business
Date: 2010
Date Type: Publication
Page Range: pp. 13-23
Journal or Publication Title: International Journal of Marketing Studies
Volume: 2
Number: 1
Language: English
ISSN: 1918-719X (Print); 1918-7203 (Online)
Status: Published / Disseminated

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