Ogechi Adeola

Ogechi Adeola
Lagos Business School · Department of Marketing

DBA (Manchester Business School, United Kingdom)

About

158
Publications
57,546
Reads
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1,017
Citations
Citations since 2016
157 Research Items
1005 Citations
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Introduction
Ogechi Adeola is an Associate Professor of Marketing and the Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Lagos.

Publications

Publications (158)
Chapter
This chapter examines public relations (PR) in sub-Saharan Africa’s public sector. It discusses the theoretical perspectives of public relations and their application to the public sectors in Africa. We reviewed existing literature on public relations in sub-Saharan Africa’s public sector and the findings suggest that offline and digital media have...
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The chapter introduces the reader to the concept of marketing communications in the public sector. Delineating the various aspects of marketing communications needed for public sector rebranding and positioning in Africa, the chapter elaborates on the benefits of marketing communications in the sector. In public sector practices and policies, marke...
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Public relations (PR) and brand communication are integral aspects of marketing communications that strategically disseminate information about an institution’s nature, values, and offerings. With a more empowered audience, increasingly demanding social environment, and globalisation, public sector institutions in Africa are continuously faced with...
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Digitalisation is transforming economies and societies around the world, including Africa. More and more people and businesses in Africa are connecting to the internet and using a wide range of digital technologies. Africa’s digital economy is expanding at an unprecedented speed and scope, thereby creating huge opportunities for enterprises on the...
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Social media is a powerful advertising tool in today’s competitive business environment. Though social media advertising is helping businesses reach out to consumers through numerous channels, research into this phenomenon is still scarce in the African marketplace. This chapter fills this research gap first by exploring how businesses in Africa us...
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The emergence of new technologies is influencing marketing research and business decisions. Specifically, artificial intelligence (AI), virtual reality (VR), and neuropsychological tools are changing the way we collect, store, and analyse marketing data. To realise the benefits of these technologies, which have implications for marketing communicat...
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This chapter discusses the connection between marketing communications and sustainable business practices that help build a reputable image for businesses, protect the environment, and create value for customers. The chapter also considers how the COVID-19 pandemic, which posed significant social and economic challenges to people and businesses acr...
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This edited book provides insight into issues shaping marketing communications and brand development in a changing world, with emphasis on emerging economies. Through conceptual and empirical studies, the authors in this book discuss how brands and organisations can communicate their offerings in a time of crisis, build customer engagement, and ens...
Article
Full-text available
The purpose of this study was twofold: to examine, firstly, if dissatisfaction can sufficiently predict complaint behaviour and, secondly, whether perceived injustice will trigger complaint behaviour by small- and medium-sized enterprises (SMEs) following a dissatisfying marketplace experience with Nigerian banks. A two-stage data analysis method w...
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Full-text available
Purpose This study aims to critically evaluate and reflect on the current state of service research in Africa. The purpose is to develop a roadmap to guide future service research in and out of Africa. Design/methodology/approach This study is a conceptual reflection and in situ observation of service research and practice in Africa. Findings Thi...
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The digital revolution has impacted every sphere of human endeavour, including business activities. Although, enterprises in Africa have joined the digital revolution, the progress of digital adoption by businesses in Africa seems to be hindered by the paucity of personnel with the appropriate digital skills. This chapter discusses how businesses i...
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Service delivery is an essential aspect of management and marketing. It includes how enterprises design, process, and deliver value propositions to customers, clients and users. With the emergence of digital technologies, enterprises in private and public sectors across the globe are increasingly utilising various platforms and tools to create nove...
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Despite the recognised importance of corporate social responsibility (CSR) to firms, it is far from clear how and when CSR can drive the success of micro, small, and medium-sized enterprises (MSMEs). Drawing on the dynamic capabilities approach and using time-lagged survey data collected from 176 MSMEs operating in a major sub-Saharan African econo...
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Green marketing functions encompass branding, packaging, and communication of the benefits of green products to attract and retain green consumers. It is also aimed at achieving sustainability goals. With the growing consumer market and awareness of the impact and benefits of green products, organisations must channel their resources towards develo...
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The African continent is faced with several administrative challenges, compelling some countries to re-evaluate their governance systems. Their public sector reforms are evidence of the New Public Management and Public Value Management paradigms for enhanced public sector administration and operations. This chapter discusses trust in the intricate...
Book
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Eme...
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Interest in marketing communications and brand development has increased in recent years due to the proliferation of products, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for individuals, firms, and nations to understand contemporary issu...
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Brand avoidance is an everyday phenomenon in the lives of consumers. However, existing studies have not adequately investigated service brand avoidance from a phenomenology perspective. Thus, we employed a phenomenological approach to understanding service experiences that inform bank customers’ decisions to avoid bank brands. We interviewed 30 par...
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This chapter articulates the theories of self-concept and symbolic interactionism within the domains of social media and corporate reputation and introduces the self-concept interactionist model to capture the relationship. The chapter fuses the theoretical underpinnings of diverse viewpoints within existing models of social media and corporate rep...
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The African market offers enormous opportunities for business digitisation and a shift from the brick-and-mortar model that has defined her business operations and processes. Despite an increase in the number of start-ups taking advantage of the digital space to launch new businesses, the African market is still underserved. This concluding chapter...
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The challenges associated with the Weberian model of Public Administration (PA) led to the development of New Public Management (NPM), believed to offer a better and more direct approach to public sector management that will eradicate corruption, inefficiency, and ineffectiveness—which had characterised PA. Thus, the failure of the practices of PA...
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The authors’ contributions in this book suggest that the success of New Public Management (NPM) in Africa is not comprehensive, and the expected outcomes are far from being attained. A common thread of narrative that cuts across all the chapters is that NPM does not conform to the internal and external realities of the African environment, and the...
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Implementation and the achievement of positive green-marketing outcomes are crucial to the quest for a green emerging economy. As green marketing in the twenty-first century is an integral aspect of business sustainability practices, the authors in the chapters have advocated that appropriate green people management practices will drive the achieve...
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Environmental concerns, such as global warming and pollution, have heightened the need for sustainable practices. Businesses are required by governments and international organisations to adopt not only practices that safeguard the environment, but also those that meet the demand of the consumers. In Africa’s emerging economies, there has been an i...
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The increased industrialisation in emerging markets has its associated consequences. One of such consequences is environmental pollution and degradation because of unsustainable business activities. To curb environmental pollution and encourage practices that promote environmental sustainability, organisations must adopt innovations, such as green...
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Growing concerns on environmental issues have led to several calls for sustainability practices. Organisations are expected to adopt business-related sustainability practices that meet consumer needs without damaging the environment; one such demand is the call to practice green marketing. The quest for a sustainable environment in emerging markets...
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Full-text available
Purpose This study examines consumer online purchase behaviour in the Nigerian fashion industry. Design/methodology/approach A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on onli...
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Full-text available
Purpose Despite the perceived role of customer value in post-adoption behaviour in the context of ride-hailing apps such as Uber, there has been limited research on the subject. This paper seeks to enrich the understanding of the relationships between customer perceived value, particularly hedonic value and economic value, customer satisfaction and...
Research
Full-text available
Casebook of Indigenous Business Practices in Africa: Insights for Business Actors is a collection of business cases that explores and discusses how indigenous enterprises in Africa apply entrepreneurial principles embedded in culture to achieve success. This book's main objective is to provide insights into indigenous business practices through rea...
Chapter
In recent years, the concept of green marketing has gained prominence due to the increasing need for environmentally conscious practices in organisations. In emerging markets, the increase in industrial activities puts countries in unsustainable conditions, necessitating organisations and other stakeholders to put in place measures to address envir...
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The relevant question, “Can we be green and profitable simultaneously?” will continue to arise in the minds of entrepreneurs, investors, and business owners whenever the discussion of green marketing is raised. Ensuring that the business goals of profit maximisation, the health of the populace, and the preservation of environmental resources for fu...
Article
The importance of entrepreneurship in steering sustained economic growth and improved well-being has been re-echoed over the past decade. Regrettably, the sub-Saharan Africa setting lags behind from the point of harnessing the economic development impact of entrepreneurship, and the obvious implication is ever increasing unemployment and poverty. U...
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Drawing on network theory, this study examines how the entrepreneurship orientation (EO)-performance nexus is intermediated by networks firms establish with government agencies, suppliers, and resource acquisition. Structural equation modelling is used to test the model on a sample of 556 women tourism entrepreneurs in Ghana and Nigeria. Findings i...
Book
This book provides a management perspective on the full historical, contemporary, and geographic landscape of hospitality and tourism (H&T) in Africa. In so doing, it critically assesses and challenges the applicability of Western theories within the African context and draws attention to the insights offered by African management concepts. A varie...
Book
Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis...
Chapter
As the importance of hospitality and tourism in Africa is increasingly being acknowledged and, consequently, the need for managing the impacts, both positive and negative, more management scholars will be called to address these impacts. The importance of an African perspective on management in contrast and complementary to traditional management t...
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Hospitality and tourism (H&T) have been components of African political economy and socio-cultural life for several centuries. Despite demographic and sociological peculiarities within Africa, the considerable growth in the H&T sectors since 2000 has made Africa to become a vital part of the global tourism economy. This has been fuelled by several...
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This chapter draws on findings from analysing the effect of Regional Trade Agreements (RTAs) on international tourist flows in Sub-Saharan Africa (SSA) and the Middle East and North Africa (MENA) to discuss the role of policy harmonisation in tourism development. The empirical analysis is carried out using a gravity dataset consisting of an unbalan...
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This study investigated the dialogic potential of a public sector organization’s website and its impact on trade and investment decisions as a precursor to highlighting the influence of marketing communications of a nation’s brand for advancing trade and/or tourism. Drawing upon Kent and Taylor’s dialogic communications framework and the Media Rich...
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Full-text available
This article examines the critical sustainable factors of micro-, small, and medium-sized enterprises (MSMEs) across the three sectors in Nigeria. We apply ordered logistic regression to estimate the success factors of manufacturing, retail services, and trade businesses in a developing country where three out of every five MSMEs are estimated to f...
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This study uses a gravity framework to investigate the effects of natural disasters and trade openness on bilateral tourism flows. This includes investigating the influence of income levels across countries in the underlying relationships. Results show that the effects of natural disasters and trade openness on tourism flows differ by income groups...
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Drawing on the literature examining the nexus between gender, entrepreneurial leadership and entrepreneurial performance, this article critically explores a framework for analysing the role of gender in shaping entrepreneurial performance and leadership in tourism firms in a non-western context. Utilising a poststructural feminist lens that challen...
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Purpose: This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach: A multiple case study research strategy was used to analyse three commercial banks and two microfinance banks. Data was collected using semi-structured interviews with the banks' directors, as...
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Purpose: This study contributes to answering the question, can critical success factors of small businesses in emerging markets advance United Nation (UN) Sustainable Development Goals (SDGs)? Specifically, this study aims to explore the critical factors contributing to the success of small businesses and ultimately the UN SDGs in the emerging mark...
Book
Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Pro...
Book
Green Marketing and Management in Emerging Markets, with emphasis on the crucial role of people management towards successful implementation, is an invaluable companion to today’s marketers. Policymakers, business owners, managers, and HR practitioners, particularly in emerging markets, will benefit from the recommendations in this book. I recommen...
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In some parts of Africa, there are certain indigenous social and religious perceptions about children living with disabilities. People believe that disability is contagious and disabled people are jinxed; hence, they should not interact with people in the community who have disabilities. Consequently, caring for children living with disabilities is...
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This chapter articulates gender-specific constraints confronting female entrepreneurs and their implications on business outcomes during the Covid-19 pandemic. The Covid-19 pandemic presents a huge threat to women entrepreneurship, as it risks the gains of gender equality already achieved so far. The economic and social challenges caused by the dis...
Book
This book describes the political, social, and economic connections between gender and the Covid-19 pandemic. The authors offer innovative ideas for recovery that will build a more prosperous, healthy, equitable, and sustainable future for African women and girls, targets identified under Goal 5 (Gender Equality and Women’s Empowerment) of the Unit...
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The various economic and social challenges caused by Covid-19 have had adverse effects on every nation around the globe, including African nations, many of which lack the resources to cope with the ramifications. The Covid-19 pandemic presents a considerable threat to the attainment of the United Nations’ Sustainable Development Goals (SDGs), origi...
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This chapter introduces the core discussions of the authors of this edited book—the connection between gender and the Covid-19 pandemic effects, responses, and recovery in Africa. The book underscores the need for swift responses to the plight of African women and the United Nations’ goals aimed at fostering sustainable development. Within this con...
Book
Full-text available
This book covers the characteristics of the B2B market, competitive strategy from both the trans- actional and relational points of view, marketing and purchasing strategies, and topical issues such as project business, outsourcing, capacity development and business services. It covers all the topics necessary for a comprehensive understanding of...
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This chapter highlights the contributions of the authors in the book who have discussed the challenges, opportunities, and successes associated with the empowerment of African women. Suggestions are offered to effectively position the African women to meet the UN’s 2030 SDGs. The chapter concludes with key recommendations on how to position African...
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The importance of women in achieving development goals is well established in global policy and practice. However, there is a dearth of knowledge on the utilisation of tourism to achieve Sustainable Development Goal (SDG) 5—gender equality and empowerment for all women and girls—especially within the African context. It is against this backdrop tha...
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As the world celebrates the 25th anniversary of the 1995 Fourth World Conference on Women in Beijing in 2020, and moves towards the actualisation of the United Nations 2030 Sustainable Development Goals (SDG 2030), there is still more to be achieved on gender equality (Goal 5). Despite global advancements, a wide gender gap persists in Africa’s soc...
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Despite the effectiveness of digital technologies to provide ‘leapfrog’ opportunities for women and thus enhance their economic and political empowerment, the digital gender divide persists in sub-Saharan Africa (SSA). Less-than-full participation of women in the digital revolution can slow down economic growth and undermine the implementation of t...
Book
Full-text available
This volume of Advanced Series in Management traces the origins, development, and key themes of the business practices of Nigeria’s south-eastern Igbos including apprenticeships, entrepreneurial clusters, sales practices, conflict management, talent recruitment, indigenous financial practices, locally-generated venture capital, family businesses, a...
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The Igbo people of south-eastern Nigeria are generally acknowledged as traders and astute entrepreneurs. Extant literature has investigated the various indigenous practices of Igbo entrepreneurs that ensure business success. Despite these efforts, knowledge of their financial practices has been limited. This chapter provides insights on the financi...
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The Igbos are renowned for their success in business. This chapter traced the pre-colonial and post-colonial innovations among the Igbos to highlight salient factors that could be responsible for their outstanding success in recent times. In the pre-colonial era, the Igbos made their livelihood through vocations such as blacksmithing, traditional m...
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This book examines an indigenous Africa-centric business model practised by the Igbos of south-eastern Nigeria for decades. The unique framework and rules of operation, collectively referred to as the Igbo-Traditional Business School (I-TBS) in this book, is underpinned by the ‘Igba-boi’ apprenticeship system and if well-positioned, can make positi...
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Full-text available
This study examines the nexus between foreign direct investment (FDI) inflow and tourism development. Using annual data for 44 countries in Africa from 1995 to 2014, and three different specifications of panel autoregressive distributed lag model, the study investigates short-run and long-run dynamics between FDI and tourism development. The study...