What makes Nigerians the happiest people in the world? Insights from a country of contradictions
Michelle TanResearch & Marketing Services, Nigeria
INTRODUCTION
Emerging markets are an untapped multi-billion dollar opportunity with significant consumer potential. By developing Africa through commerce, companies are re-thinking business models and processes to tailor to these markets. How can the barriers of understanding cultural and geographical differences be overcome? Empirical literature and debate to date has been centered on the World Values Survey and the Afrobarometer which are the two major research studies which focus on Africa. Inglehart's model of Traditional vs. Post-Modern values (Inglehart...