Making a Global Impact the Institutions-based View and African Contingency Theory Development

As the Journal of African Business moves past its first twenty years, it is a time to contemplate new research directions. Contingency theories offer an exciting way forward that plays to the strengths of African researchers and the relevance of African research in global scholarship. This paper illustrates a practical, step-by-step approach to contingency theory development in emerging markets. The approach will help researchers apply institutions-based view thinking to important African problems in marketing and international business.