Hi, I'm Nnamdi O. Madichie, Professor of Marketing at the School of Business, Woxsen University Hyderabad, India.

More About Me

I am a Full Professor of Marketing at the School of Business, Woxsen University, Hyderabad, India. I am also Research Fellow at the Bloomsbury Institute London, as well as Professor of Marketing at the Unizik Business School, Nnamdi Azikiwe University, Awka, Nigeria. Previously, I was a Professor of Marketing at the University of Kigali, Rwanda (2021–2024). He is also currently Visiting International Fellow at GIBS, University of Pretoria, South Africa (2024/2025). My research focuses on the intersection of Marketing (with teaching interest in consumer behaviour, marketing management and strategy, international marketing, services marketing) and Entrepreneurship (with research interest in arts, corporate, indigenous and women/ gender entrepreneurship), particularly in the context of the Creative Industries and Sustainable Development Goals. My body of work provides a nuanced understanding of entrepreneurship, emphasizing structural constraints, digital transformation, and policy implications. My research (published mostly in Scopus Q1/Q2 journals) continues to inform scholarship, policy, and practice – in seeking to create a more inclusive entrepreneurial landscape. In addition to my recent co-authored article in The Conversation, “Detty December started as a Nigerian cultural moment. Now it’s spreading across the continent – and minting money,” I have authored and co-authored several books, including Creative Industries and International Business Development in Africa (Emerald), Digital Entrepreneurship in Sub-Saharan Africa (Springer), Entrepreneurship and the Informal Sector in Africa (Routledge), and New Public Management in Africa (Springer). 

I also sit on the editorial boards of Management Decision, International Journal of Entrepreneurship and Innovation (Sage), and the Journal of Small Business and Enterprise Development (Emerald). I am currently guest-editing several special issues, including “Sustained, Inclusive and Sustainable Economic Growth, Full and Productive Employment and Decent Work for All (Sustainable Development Goal 8).” I have also featured in a podcast by a leading publisher, “A reviewer’s advice on constructing and delivering a good-quality peer review | Emerald Publishing.” 

Last, but not least, I am a Senior Fellow of the Higher Education Academy (now Advance HE) of England & Wales, as well as a Fellow of the Chartered Institute of Marketing (FCIM) and Fellow of the Chartered Management Institute (FCMI).

Selected works

Books and Chapters

1. (2025) Going Global – A Qualitative Analysis of Cuisine Beyond the ‘Jollof Rice’ Rivalry (pp. 65-72). In: Oniku, A. (Ed.) Marketing in Developing Nations Contemporary Developments, Cases and Problems in Africa, Asia and the Middle East. London: Routledge. ISBN 9781032578347 (1st Edition)., https://doi.org/10.4324/9781003441274-11

2. (2023a). Public Sector Marketing Communications: Insights from/for the Primus National Football League Rwanda. In: Adeola, O., Twum, K.K., Katuse, P. (eds) Public Sector Marketing Communications, Volume II. Palgrave Studies of Public Sector Management in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-17863-4_10

3. (2023b) Arts Marketing & Entrepreneurship – Insights from the Nigerian Music Industry. In: Finola Kerrigan & Chloe Preece (Eds.) Marketing the Arts: Breaking Boundaries. 2nd Edition. London: Routledge, https://www.routledge.com/Marketing-the-Arts-Breaking-Boundaries/Kerrigan-Preece/p/book/9780367898878

4. (2023) (Eds.). Entrepreneurship and the Informal Sector Challenges and Opportunities for African Business Development. London: Routledge. ISBN 9781032392042, https://www.routledge.com/Entrepreneurship-and-the-Informal-Sector-Challenges-and-Opportunities-for/Madichier-Gbadamosi-Rwelamila/p/book/9781032392042

5. (2022a). The creative industries and international business development in Africa. Emerald Publishing Limited., https://doi.org/10.1108/978-1-80071-302-420211016

6. (2022b) The Wicked Problems in Public Health Administration in Africa: Agile in Fragile Times? In: Melodena Stephens, Raed Awamleh & Fadi Salem (Eds.) Agile Government Emerging Perspectives in Public Management, https://doi.org/10.1142/12354 [Co-authored].

7. (2021) New Public Management in Africa: Contemporary Issues. Palgrave Studies of Public Sector Management in Africa. London: Palgrave Macmillan. [Co-authored]. ISBN 978-3-030-77181-2 DOI: 10.1007/978-3-030-77181-2  https://www.palgrave.com/gp/book/9783030771805

8. (2019a). The Impact of New Media (Digital) and Globalisation on Nollywood. In Digital Entrepreneurship in Sub-Saharan Africa (pp. 89-121). Palgrave Macmillan, Cham. [Co-authored].

9. (2019b). Commonomics: Rhetoric and Reality of the African Growth Tragedy. In Subsistence Entrepreneurship (pp. 17-32). Springer, Cham. [Co-authored].

Get in touch at:

nnamdi.madichie@woxsen.edu.in