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:
- 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.
- 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.
- 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.
- 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.
- 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.
- Combatting Delegitimization: Professor Ogechi urged the discouragement of the “delegitimization” of anything indigenous, which is often instinctively considered inferior to Western concepts.
- Ongoing Colonial Influence: Despite gaining independence from colonial administrations, many African institutions still operate based on colonial systems, ideologies, and orientations.
- 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.
- Unique African Values: Africa possesses distinctive cultural and business values that have been overshadowed by the widespread acceptance of Western approaches.
- 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.