This paper shows the importance of ownership, end markets and regionalism within the global value chain (GVC) conceptual framework. This is done through unpacking the development trajectories of the major Sub Saharan African (SSA) apparel export industries (Mauritius, Madagascar, Kenya, Lesotho,...

One of the overarching goals of many African countries since the past two decades has been the rapid move towards integration with the global economy. This is evident through far-reaching macroeconomic and political reforms now taking place in these countries. However, despite the aggressive...

Purpose – The purpose of this paper is to investigate advertising appeals and cultural values in television advertisements from newly emerging markets. Specifically, the paper hypothesizes that the advertising appeals in the advertisements of sub‐Saharan African (SSA) emerging consumer...

Purpose – This paper seeks to answer the basic question of the fate of Sub‐Sahara Africa's development in the context of the emerging marketing system that is anchored on the globalisation orthodoxy. Design/methodology/approach – The paper draws from literature to argue that the emerging...

One of the overarching goals of many African countries since the past two decades has been the rapid move towards integration with the global economy. This is evident through far‐reaching macroeconomic and political reforms now taking place in these countries. However, despite the aggressive...

What makes elites developmental instead of predatory? We argue that Mozambique's elite was developmental at independence 35 years ago. With pressure and encouragement from international forces, it became predatory. It has now partly returned to its developmental roots and is trying to use the...