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The dynamics of the East African market

By Jokull Johannesson and Iryna Palona

Abstract

The establishment of the East African Community (EAC) Internal Market in 2010 creates a market of 126 million people. This article reviews the dynamics of marketing in the EAC by describing the history of the EAC formation, the socio-economic situation, and the role of factor investment in laying the foundation for rapid economic growth. Moreover the development of the retail environment in the EAC and the corresponding successful marketing mix strategies are described. The typical business strategy, structure, and rivalry and the role of chance are discussed as well as managerial implication for organizations entering or operating in the particular characteristics of the EAC marke

Topics: HF5410, HF1379, HC800
Publisher: Canadian Center of Science and Education
Year: 2010
OAI identifier: oai:nectar.northampton.ac.uk:2974
Provided by: NECTAR
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