Uchenna Uzo Uncovers Strategies For Winning With ‘Africa’s Goldmine: A guide to winning its Unstructured Markets’
Uchenna Uzo, Professor of Marketing, and Academic Director, Africa Retail Academy, Lagos Business School has unveiled his latest contribution to the integrated marketing communication ecosystem – ‘Africa’s Goldmine: A guide to winning its Unstructured Markets’.
The book which promises to unravel the keys to winning over customers and dominating unstructured markets boasts expert contributors comprising seasoned industry professionals including Marie Noelle Nguesan, Assante Tidiane, Baker Magunda, Lampe Omoyele, Rolayo Williams Lassebikan, Feyi Olubodun, Joseph Adetunji Adeyemi, Temitope Orilua and Elo Umeh.
Taking to his LinkedIn handle to share the news, Uchenna wrote: “Our dream of decoding the African informal market consumers is now a reality! Have you ever faced a dream that left you wondering, “Where do I even start?” That was me. I envisioned unravelling the intricate behaviours of African consumers in its informal markets. The dream was vivid, but the path seemed daunting.
“This journey underscores the transformative power of strategic partnerships. Huge thanks to my pillars of support and innovation. I am grateful for the collaborative spirit that turned dreams into reality,” he stated.
From the art of shopper bargaining to the power of colours in influencing purchasing decisions, the book which is also available in audiobook reportedly unveils the secret code behind consumer behavior, teaches readers how to turn brand haters into your most passionate advocates and how to tap into the potential of anonymous customers and creative consumers, among others.
Dr Uchenna Uzo joined LBS in February 2002. He received his B.Sc and M.Sc in Sociology from the University of Lagos, and his Masters of Research in Management as well as PhD in Management from the IESE Business School, Barcelona. He is a Research fellow of the Scandinavian Consortium for Organizational Research (SCANCOR) and the American Marketing Association. He also served as a visiting research scholar to Stanford University, USA.
He served as the Director of MBA Programmes at the Lagos Business School and is currently the Faculty Director of the school. He is a member of the Management Board of the school and the Senate of the Pan-Atlantic University. He teaches courses in Marketing Management, Personal selling, Sales and Channel management. Through his teaching responsibilities, he has participated in building the managerial and leadership competencies of over 1000 senior managers in Nigeria. He has also taught executives and CEOs at IESE Business School, Barcelona.
His research and consulting assignments span several industries focusing mainly on indigenous sales and marketing strategies, retailing and consumer behaviour trends in Africa. He is a Board member of companies in the retail and sports entertainment sectors. His academic articles have been published in journals such as the Strategic Entrepreneurship Journal and the Journal of Personal Selling and Sales Management.
He has written teaching cases that won numerous awards such as the 2013 EFMD Case Writing Competition in the “African Business Cases” category and the Emerald/AABS Case Study Competition in 2017. He also received the Excellence Award for Entrepreneurial Education in 2016 and the Exemplary Leadership Award in 2017. He recently edited a book on Indigenous Management Practices in Africa and is a blogger.