Furthering Peace and Prosperity in Sub Saharan Africa : A Marketing Perspective

International Journal of Applied Management (ISSN: 1742-2590) Volume 2 Issue 2

Dr Anayo D. Nkamnebe
Department of Marketing
Nnamdi Azikiwe University
Awka , Nigeria


A recurrent view has been that increased Foreign Direct Investment (FDI) inflow would fundamentally mitigate the development quagmire which Sub-Saharan Africa (SSA) is currently grappling with. Paradoxically, FDI inflow is critically dependent on creating and effectively managing a market-enabling environment. With this as a point of departure, this paper explores the imperatives of peace as an antecedent factor in engendering a growth-inducing and prosperous environment in SSA. It develops from the premise that the unfurling emphasis on collaborative approach to global development holds great promises for the development of SSA. Although the region is still enmeshed with debilitating economic conditions and uncertainties in political institutions, the continued belief in the immutability of SSA's circumstances has persistently deprived the region of investment patronages. Accordingly, the paper reviews the marketing/management possibilities to instigate prosperity in the region. It does this by advocating a market-led repositioning in order to create a favourable mindset, underpinned by a broad perception of a peaceful operating environment that supports positive development partnership.

Key Words: Sub-Sahara Africa ; Marketing; Peace; Prosperity; Development

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