Perspectives on Strategy

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches.

by Anna Tavis (Author), Marc Sokol (Author), Richard M. Vosburgh (Editor)
This book is the second in a series originated with Point Counterpoint in 2012 which addressed the five knowledge areas of HR Strategy and Planning

This volume fills a gap in the international business literature, offering the perspectives of researchers who are deeply embedded in one key emerging market, India. With the global economy changing dramatically,