Pan-Atlantic University Hosts Its 15th Inaugural Lecture: ‘Decolonising Africa’s Business Practices

Pan-Atlantic University proudly celebrated a significant milestone on September 1st, 2023, with our 15th Inaugural Lecture. The lecture, titled ‘Decolonising Africa’s Business Practices: Pro-Indigenous Marketing Pathways to a Paradigm Shift,’ was delivered by our esteemed Professor Ogechi Adeola, Head of the Department of Operations, Marketing, and Information Systems at Lagos Business School, Pan-Atlantic University.

The event, which took place at our Lekki campus, attracted a diverse audience, including Professor Ogechi’s family, esteemed colleagues, the Vice Chancellor of Pan-Atlantic University, Deans, faculty members, and members of the general public.

In her captivating lecture, Professor Adeola Ogechi presented a series of key insights and observations that shed light on the critical importance of reevaluating and decolonizing Africa’s business practices. Here are some of the highlights from her presentation:

  1. Hybridization of Business Models: Professor Ogechi emphasized that indigenous business models and practices can coexist harmoniously alongside Western influences when necessary. This coexistence can take the form of hybridization that remains contextually relevant.
  2. Sustainable Development Through Unique Models: She argued that sustainable development in Africa may remain elusive until the continent fully embraces, adopts, and leverages its unique business models and practices.
  3. Understanding Cultural Values: To effectively market Africa’s products and services, Professor Ogechi stressed the significance of understanding the cultural values, beliefs, and behaviors of target audiences.
  4. Pro-Indigenous Marketing Pathways (PiMPs): Professor Ogechi introduced the concept of Pro-Indigenous Marketing Pathways, which identifies three action-oriented assumptions—Positive Projection, Active Adoption, Policy and Market Support—as pathways to social and economic success.
  5. Collaborative Efforts: She called for collaborative efforts from regional bodies, national governments, businesses, and researchers to promote Africa as a continent with substantial investment opportunities embedded in indigenous business practices.
  6. Combatting Delegitimization: Professor Ogechi urged the discouragement of the “delegitimization” of anything indigenous, which is often instinctively considered inferior to Western concepts.
  7. Ongoing Colonial Influence: Despite gaining independence from colonial administrations, many African institutions still operate based on colonial systems, ideologies, and orientations.
  8. The Importance of Decolonization: Professor Ogechi highlighted that decolonization is a systematic and intentional process that involves creating an independent framework detached from colonial orientations.
  9. Unique African Values: Africa possesses distinctive cultural and business values that have been overshadowed by the widespread acceptance of Western approaches.
  10. The Possibility of an Africa-Centric Model: The lecture concluded on an optimistic note, asserting that an Africa-centric indigenous business model is not only possible but also within reach.

The lecture by Professor Adeola Ogechi sparked engaging discussions and renewed enthusiasm among attendees about the potential for a paradigm shift in Africa’s business landscape. Her insights underscored the importance of celebrating and preserving indigenous practices while embracing global influences to create a more sustainable and prosperous future for the continent.

Pan-Atlantic University remains committed to fostering intellectual discourse and promoting innovative ideas that contribute to Africa’s development and progress.