Abstract
Nigerian restaurants in London have not gained as much popularity as their peers. Indeed they failed to make the top-20 in the marketing intelligence polls between 1999 and 2002. Ironically the acclaimed ‘pioneers’ of Nigerian cuisine have existed for much longer – following the upward trend of African immigrants into the capital. This paper argues that the marketing strategies adopted by these businesses are inconsistent with the real needs of their clientele-base. Thus to improve their experiential marketing record, Nigerian restaurateurs should be more proactive in leveraging their market offerings in order to breakout from the margins to the mainstream.
| Original language | English |
|---|---|
| Pages (from-to) | 258-271 |
| Number of pages | 14 |
| Journal | International Journal of Business and Globalisation |
| Volume | 1 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 8 Jul 2007 |
| Externally published | Yes |
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Nigerian restaurants in London : bridging the experiential perception/expectation gap. / Madichie, Nnamdi O.
In: International Journal of Business and Globalisation, Vol. 1, No. 2, 08.07.2007, p. 258-271.Research output: Contribution to journal › Article
TY - JOUR
T1 - Nigerian restaurants in London
T2 - bridging the experiential perception/expectation gap
AU - Madichie, Nnamdi O.
PY - 2007/7/8
Y1 - 2007/7/8
N2 - Nigerian restaurants in London have not gained as much popularity as their peers. Indeed they failed to make the top-20 in the marketing intelligence polls between 1999 and 2002. Ironically the acclaimed ‘pioneers’ of Nigerian cuisine have existed for much longer – following the upward trend of African immigrants into the capital. This paper argues that the marketing strategies adopted by these businesses are inconsistent with the real needs of their clientele-base. Thus to improve their experiential marketing record, Nigerian restaurateurs should be more proactive in leveraging their market offerings in order to breakout from the margins to the mainstream.
AB - Nigerian restaurants in London have not gained as much popularity as their peers. Indeed they failed to make the top-20 in the marketing intelligence polls between 1999 and 2002. Ironically the acclaimed ‘pioneers’ of Nigerian cuisine have existed for much longer – following the upward trend of African immigrants into the capital. This paper argues that the marketing strategies adopted by these businesses are inconsistent with the real needs of their clientele-base. Thus to improve their experiential marketing record, Nigerian restaurateurs should be more proactive in leveraging their market offerings in order to breakout from the margins to the mainstream.
U2 - 10.1504/IJBG.2007.014434
DO - 10.1504/IJBG.2007.014434
M3 - Article
AN - SCOPUS:84942605289
VL - 1
SP - 258
EP - 271
JO - International Journal of Business and Globalisation
JF - International Journal of Business and Globalisation
SN - 1753-3627
IS - 2
ER -