Mixed-methods analysis reveals market entry strategies for businesses in post-conflict Benin, suggesting local engagement is key.
Post-conflict Benin markets face unique challenges such as infrastructure destruction, social unrest, and economic instability. A mixed-methods approach combining qualitative interviews with quantitative surveys to analyse consumer attitudes towards market entry and product adoption. Survey results indicate a significant interest (72%) in local products among returning migrants who have experienced economic hardship. Businesses must prioritise community engagement, social responsibility, and tailored marketing strategies to successfully enter post-conflict Benin markets. Develop culturally sensitive market entry plans, focus on rebuilding local infrastructure, and emphasise corporate social responsibility initiatives.
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Etimakpon et al. (2013) studied this question.
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