Purpose – This paper seeks to focus on the key underpinnings of African culture and its implications for business marketing practices. Design/methodology/approach – Using Kluckholn and Strodtbeck's and Hofstede's conceptualizations as a backdrop, the paper provides a synoptic view and modal...

The marketing practices of small businesses, especially those owned by minorities, are underrepresented in marketing research.In this study, the marketing practices of African and Caribbean-owned small businesses in London, United Kingdom, are identified and assessed.A small pilot study is...