Business-To-Business Marketing - An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa

Professor Richard Owusu is currently a Tenured Associate Professor at the School of Business and Economics, Linnaeus University, Sweden. He has experience in teaching both academic and executive programs in various universities throughout Europe, USA, Australia, and Africa. He has taught courses within International Business, as well as Marketing Management, Principles of Marketing, Business-to-business Marketing and Strategic Marketing both at graduate and undergraduate levels. Professor Owusu is a Founding Partner of Foresight Consulting Company which provides consulting services for Nordic and European Union companies to develop their business in Africa. He also has consulting experience in various areas of marketing and international business to both industry and government agencies. He is well published in the areas of international business in emerging markets, international

market entry, foreign direct investments, and international project business.

Dr. Nnamdi Oguji is an experienced professional with over six years’ experience working as a Senior Business Analyst and managing global supply chain projects for KONE Finland. Dr Nnamdi is also an international business (IB) researcher with research interests in international supply chains, global sourcing, foreign acquisitions and international joint ventures. He holds a Doctor of Philosophy, Economics & Business Administration from the University of Vaasa, Finland and an MSc Information and Service Management, Aalto University, Finland. His areas of expertise are big data analytics, business development, supply chain, quantitative and statistical analysis and international business. He has published a number of articles in peer-reviewed journals such as: International Business Review, Operations and Supply Chain Management: An International Journal; Supply Chain Forum, and Journal of Emerging Markets.

Robert Ebo Hinson is a Professor and a past Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been consultant to several local and international institutions in Ghana including Standard Chartered Bank, HFC Bank, CAL Bank, Merchant Bank, the Enterprise Group; and Ecobank. Robert also sits on the board of Camelot Limited (a listed company). Professor Hinson started his professional career in advertising and has since becoming an academic taught a diversity of undergraduate and postgraduate courses. Apart from his experience in teaching, Prof. Hinson has a keen interest in research and in recognition of his research productivity, was awarded the 2008 Emerati Highly Commended paper Award for a co-authored paper published in Corporate Governance, the 2009 Journal of African Business Best Paper Award, the 2010 Emerati Outstanding paper Award for a co-authored paper published in the Journal of Research in Interactive Marketing and the Best Paper award in the International marketing track at the 2010 Academy of Marketing Conference at the Coventry University Business School, for another co-authored paper.

Professor Hinson is published in or has had papers accepted for publication in rated journals like the International Journal of Public Sector Management, Internet Research, International Journal of Bank Marketing, Journal of Financial Services Marketing, Journal of Business and Industrial Marketing, and the Thunderbird International Business Review. He has delivered invited lectures in the University of Warwick (UK), University of North Texas Business School (USA); and the University of the Free State Business School (Bloemfontein, South Africa).

His current areas of research are services management, e-business, marketing practice, corporate social responsibility (CSR) and international business. Robert holds two doctorate degrees; one in Marketing from the University of Ghana; and a second in International Business from Aalborg University in Denmark.

Ogechi Adeola teaches Marketing Management at Lagos Business School. She started her career at Citibank Nigeria and spent approximately 14 years in the nation’s financial sector during which she garnered experience in strategy, product development, sales and marketing, customer service and customer relationship management, cultural change management, amongst others.

Adeola holds a doctorate in Business Administration (DBA) from Manchester Business School, an MBA from the same institution and a law degree from University of Nigeria. She attended management and teaching courses at Cranfield School of Management, UK; the Flexcube Centre of Learning, Mumbai, India; Gordon School of Business Science, University of Pretoria, South Africa; Phoenix Educational Institute, Dubai and International Faculty Programme (IFP), IESE, Barcelona, Spain. She also holds a Certificate in Internet Marketing from the University of Cape Town and Merit Award from the Institute for Financial Management, Bangor, Wales. She is a certified Sales and Marketing Manager (American Institute of Management Studies), and a Visiting International Fellow at the Open University Business School, Milton Keynes, United Kingdom (2016). Her academic interests include sales force management, new product development, digital marketing, branding strategy and customer service leadership.

She has been a guest speaker and discussant at local and international conferences featuring top-rated companies and organizations, including the Lagos Chamber of Commerce and Industry (LCCI) business clinic, the West African Power Industry Convention (WAPIC) and Yale Africa-China Conference held in Lagos. She has taught in the Women Entrepreneurship & Leadership for Africa (WELA) program of China Europe International Business School (CEIBS), held in Lagos. She served as an expert-in-residence in a business advisory clinic for Goldman Sachs scholars on completion of a Certificate in Entrepreneurial Management (CEM) program at Pan-Atlantic University, Lagos. She was a part of the Alpha team of the Centre for Global Enterprise (CGE), engaged as virtual consultants for the London Taxi Company in 2015, and was awarded a Certificate of Achievement in Applied Business Collaboration with Distinction in Leadership Excellence.

She has published academic papers in top scholarly journals. In April 2016, her research work (co-authored) won Best Paper Award at the Australia-Middle East Conference on Business and Social Sciences (AMECBSS)/Journal of Developing Areas held in Dubai.

Adeola currently serves as Associate Dean of Business Administration at the California-based University of the People, an accredited online tuition-free institution. She is a Fellow of the Institute of Strategic Management, Nigeria and the National Institute of Marketing of Nigeria.