The Influence of National Culture on Marketing Strategies in Africa

Ecartin Koutoua Bosson, Mehraz Boolaky, Mridula Gungaphul


This study investigates the national cultural factors that influence marketing strategies implemented by international firms in thirteen African countries. This is an exploratory study based on interviews and questionnaires involving fifty marketing managers for data collection. Data was analyzed using a combination of content analysis with coding techniques. The findings demonstrate that the national cultural factors studied influence the marketing strategies at different levels. Sales promotions are impacted by six factors while new product introduction is mainly influenced by power distance and uncertainty avoidance. Language is from far the most influencing cultural factor on communication and advertising strategies. The findings indicate that it is possible for managers to design and implement better business strategies when entering the African market. This research extends the knowledge of African culture and its impact on consumer behavior, which is an important variable in marketing.

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Journal of Business Administration Research (Submission E-mail:

ISSN 1927-9507 (Print)      ISSN 1927-9515  (Online)

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