Purpose – The purpose of this paper is to expand knowledge about how middle class consumers in Sub-Saharan African markets behave, focusing on the potential role of social networks and the subsequent interactions that take place between these consumers and firms. Design/methodology/approach...

Purpose – The purpose of this paper is to examine the reasons for firms’ continued presence in a difficult bottom of pyramid (BOP) environment, outlining the challenges of establishing a market orientation and required key strategic marketing requirements for effective engagement of this...