Trust, Institutions and Managing Entrepreneurial Relationships in Africa

This book highlights the importance of understanding how trust and indigenous African cultural institutions enhance the development of entrepreneurial networks and relationships in Africa. Drawing on institutional theories, the author re-examines the way that entrepreneurial behaviour can be shaped, with a focus on trust, networks and the development of relationships.  Analysing a combination of existing literature and empirical data from 50 internationally trading SMEs in Africa, this book reflects the growing interests of entrepreneurs, investors and corporate executives to develop trust and relationships with customers in order to invest and grow. By addressing the need for a greater understanding of how social and cultural institutions in Africa affect the continent’s economy, this book not only offers theoretical frameworks, but also future implications for practice and policy, and will provide essential reading for those studying emerging markets and globalisation,African business, and entrepreneurship more generally.

“Isaac Amoako’s book Trust, Institutions and Managing Entrepreneurial Relationships in Africa clearly recognises the importance of understanding the local contexts and the institutional logics that can support the development of both trust and the symbiotic relationships vital to sustain entrepreneurial enterprise. Based on robust academic research across multiple countries, this book addresses many of the key issues facing entrepreneurs in Africa. As such it adds significantly to the global body of knowledge on entrepreneurship, and to theory, practice and policy-making in Africa. Importantly, Amoako’s book will also provide those outside the continent with a deeper understanding of the African business environment.” (Kim Lehman, Director, Centre for Cultural Value, University of Tasmania, Australia)

“Amoako’s book provides a compelling narrative and frameworks which are unique to African societies. To us who are entrepreneurs of African SMEs, I am optimistic that wewill leverage on the insights and strengths of this book to develop trust and relationships in order to grow our businesses and economies.”(Azubuike Omeihe, Creative Director, Soso Fashion House, Lagos)

“This extremely timely publication addresses an important knowledge gap in this era of shifting economic power and global imbalances. Entrepreneurship is central to the growing success of the wider African economy and understanding the importance of trust within developing relationships can help the growth of long term profitable relationships. A strength of the book is its cultural focus surrounding indigenous institutions; I am confident that readers will enjoy the innovative contents of this book and be influenced by its ideas.” (Ian Fillis, Professor, Liverpool John Moores University, UK)

“Amoako’s work offers fascinating insights into the roles of indigenous institutions in promoting trust in entrepreneurial relationships. Drawing on insights from 50 entrepreneurs in Africa it is of relevance to all those wishing to better understand such trust in environments where formal institutions are weak.” (Mark N.K. Saunders Professor, University of Birmingham, UK)

Isaac Oduro Amoako is a Senior Lecturer of Entrepreneurship and Small Business Management, the Leader of the Small Business and Entrepreneurship Research Group, and Manager for the MSc Entrepreneurship programme at Liverpool Business School, Liverpool John Moores University, UK. Prior to becoming an academic, Isaac was an entrepreneur for 25 years in Ghana.