Africa is not just a backdrop for research. It is a rich, underutilized source of theory. Grounding your research in African contexts enables you to generate insights that are locally relevant and globally significant.

This session will be led by Nathaniel Boso, PhD, a leading African scholar whose work has shaped global conversations in international business and marketing. Boso will discuss how to build theory that captures the African business experience and how to defend that theory in journals, conferences, and global academic forums.