Researching the marginalised bottom of the pyramid in Africa: Lessons and prospects for inclusive, relevant practices

Africa is home to 27 of the world's 28 poorest, marginalised and most vulnerable countries. There are limited studies on the challenges and opportunities of researching marginalised consumers in Africa, even though more than 440 million marginalised consumers consume products and services that require market research.


Researching the marginalised in Africa has primarily been the domain of disciplines such as sociology and development studies. Business-related disciplines, however, have been less representative of the marginalised. Current research on the marginalised in various business domains has focused on studies primarily in emerging markets in Asia (Kolk et al., 2014; Sridharan et al., 2017). This research historically left Africa as a neglected destination for market research, with the continent itself lacking an adequate pool of continent-specific journals. The steady emergence of business studies on the marginalised has somewhat changed this trend because of Africa's high marginalised population (Chikweche...

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