ABSTRACT
This chapter discusses emerging issues that are shaping business-to-business (B2B) marketing in Africa. Globalisation has created a rise in delocalisation of customers for B2B suppliers and subcontractors, especially for European, America and Asian multinational corporations (MNEs). MNEs see the potential cost savings in purchasing synergies from economies of scale and scope. The significance of these major global/regional customers to African suppliers and subcontractors has led to growth in the adoption of global account management (GKAM) or national key account management (NKAM). In recent years, the transition from a product focus to service focus has led to changes in how value is created from the value created from ownership of the product to value creation in the function and use of the products. Servitisation requires the development of capabilities and processes in order to shift from selling products to selling integrated products and services.
