ABSTRACT
For the reader, the book highlights the necessity of the role that such continental bodies as the African Development Bank (AfDB), the African Union (AU) and African Continental Free Trade Area (AfCFTA) have in reinforcing Afro-centric trade priorities in view of the conceptualisation of the consumer and the service provider. One of the key objectives of the AfCFTA is to “create a single market for goods and services, facilitated by movement of persons in order to deepen the economic integration of the African continent” (Igwe, Ochinanwata & Madichie, 2021, p. 291). It can be argued that the Business-to-Business (B2B) and Business-to-Customers (B2C) theoretical frameworks in both consumer and business orientation tend to be framed on multinational corporations’ (MNCs) CRM programmes at the expense of the small and medium enterprises landscape dominating African entrepreneurship. Incumbently, the argument inevitably posits itself in the resurgent demands for decolonial approaches to business and academic enterprise. As such, the conclusion of the book will take a deliberate detour to bring in decolonial argumentation as both the purpose and anchorage of such bodies as AfCFTA and other regional politico-economic bodies.
