Adewoye, D., Mendy, J, Oruh, E., Mordi, C., Egwuonwu, A. and Otubanjo, T. 2023. Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy. Marketing Theory. 23 (4), pp. 685-708. https://doi.org/10.1177/14705931231190954
| Title | Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy |
|---|---|
| Type | Journal article |
| Authors | Adewoye, D., Mendy, J, Oruh, E., Mordi, C., Egwuonwu, A. and Otubanjo, T. |
| Abstract | Despite increased interests in marketisation of philanthrocapitalism research worldwide, the arguments emphasise ‘what’ instead of 'how’ and ‘why’ philanthropic philosophy happens across Africa. To address this gap, 51 Tony Elumelu Foundation participants’ narratives are focused on to draw on an Africapitalism framework highlighting chasms within and between western neoliberalism frameworks and philanthrocapitalism’s marketisation. By framing this paper using philanthrocapitalism discourse, the authors critically examined the activities of African philanthropists and the effects of their neoliberal adoption on recipients. Semi structured interview analysis produced three key ideologies demonstrating ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised, namely utopianism and the illusion of a better socioeconomic tomorrow; neoliberalism and a culture of dominance; social investment and marketisation of benevolence. These thematic paradoxes were used to create an additional four-aspect Africapitalism framework contributing to ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised in Africa, its impacts, challenges, and solutions. Contributions, limitations and implications for research are articulated |
| Keywords | Africapitalism |
| philanthrocapitalism | |
| marketisation | |
| neoliberalism | |
| ideology | |
| Africa | |
| Journal | Marketing Theory |
| Journal citation | 23 (4), pp. 685-708 |
| ISSN | 1470-5931 |
| 1741-301X | |
| Year | 2023 |
| Publisher | Sage |
| Publisher's version | License CC BY 4.0 File Access Level Open (open metadata and files) |
| Digital Object Identifier (DOI) | https://doi.org/10.1177/14705931231190954 |
| Publication dates | |
| Published online | 26 Jul 2023 |