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This study examines consumer online purchase behaviour in the Nigerian fashion industry.

A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.

Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.

Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.

Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

The purpose of this paper is to formulate the manufacturing strategy in a developing country with particular reference to Nigeria in sub-Saharan African country.

Using survey methodology and the partial least squares – structural equation modeling technique, The authors find that in addition to the four basic environmental factors – business cost, labor availability, competitive hostility and environmental dynamism, both government policies and the adopted manufacturing practices have significant effects on the manufacturing strategic priorities.

Among other findings, the environmental factors of government policies and the type of manufacturing practices adopted have significant effects on manufacturing strategy.

Further studies should explicitly look into the effect of the adopted manufacturing strategy on company performance. Possibly, a case study research might be considered to establish this relationship.

As manufacturing firms continue to experience greater competition, especially from China, and given the technological advancement in manufacturing, the business environment facing Nigerian manufacturing companies is likely to become more dynamic, complex, diverse and even hostile. Under such a turbulent climate, the configuration and effective deployment of manufacturing strategies is imperative to achieving superior business performance.

A more effective strategy will make companies more competitive in the market place, thus creating employment in a sector that has witnessed declining growth in employment.

The linkage between environmental factors and manufacturing strategy has been studied widely. However, this study reveals the role of government policies and manufacturing practices in formulating manufacturing strategy in a developing country context.

With the world gradually evolving into a global economy, Africa is playing an increasing role both as a major supplier of commodities and a huge consumer market for products from other parts of the world. Hence, it has become necessary for organisations to understand logistics and supply chain management (SCM) practices in Africa. For organisations that operate in Africa or have business dealings in Africa, it has become a strategic competitive priority to understand the current state of logistics in Africa and identify the challenges and opportunities inherent in the system. Finally, it is essential to learn how to overcome the challenges and maximise the opportunities. This chapter provides a historical and contextual basis for some of the logistics and SCM practices in sub-Saharan Africa. It reviews the current state of logistics management in Africa and identifies the challenges and opportunities that confront anyone interested in doing business in Africa. We reviewed the indigenous management practices that pervade the logistics discipline and highlighted cultural, unique and anecdotal evidence of practices and characteristics peculiar to the African countries. In addition, a comparative analysis of the logistic performance of countries in the region was provided to help readers situate the discussion. We concluded the discussion with some practical suggestions on how to get the best out of the African logistics system.

This chapter examines the concept of dual marketing using Quelch's tools for marketing to individual and business customers. The benefits, opportunities and risks involved in the practice of dual marketing in emerging economies are discussed. The need for organisations to strategically utilise dual marketing to satisfy both categories of customers is further illustrated.