Early shoppers: how African consumers set global trade trends in the 1800s

By Alessandro De Cola, Univertsity Assistant (Postdoc), Universität Wien; Università di Bologna
Giorgio Tosco, Research Fellow, History Department, Universität Trier
Mariella Terzoli, Postdoctoral Research Fellow

A dynamic new “consumer class” emerging from Africa is attracting international attention. With the prospect of rising incomes and a young population, international consulting firms see the continent as the next frontier for consumer goods. Global entrepreneurs even warn of the increasing savviness of African buyers.

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