January 2010

Brand management in a transforming economy: An examination of the South African petroleum industry

  When a nation is establishing a new identity and making recompense for exclusively regulated economy of recent history, the corporate marketing function must respond. A new paradigm is required if the communities that comprise future markets are to favour businesses whose success is based on the economic exclusivity of the past. As the economy deregulate – inclusive of the previously disadvantaged...

Author(s): Darlington Onojaefe and Andy Bytheway

January 2010

A study of the impact of orthodox Christians’ fasting on demand for biscuits in Ethiopia

  This paper attempts to assess the impact of Orthodox Christians’ fasting on the demand for biscuits in Ethiopia, reviewing the fact that ‘Culture’, particularly religion, plays a crucial role in determining consumption patterns in developing countries. The first stage of research involved a review of literature which was conducted using desk research. The second stage include analysis of...

Author(s): Rakesh Belwal and Yifru Tafesse