The Nigerian Movie Industry ‘Nollywood’ – A Nearly Perfect Marketing Case Study

Marketing Intelligence & Planning, Vol. 28, No. 5, pp. 625-649, 2010

25 Pages Posted: 5 Jul 2011 Last revised: 9 Jan 2014

See all articles by Nnamdi O. Madichie

Nnamdi O. Madichie

School of Business, Law and Social Sciences, University of Abertay, Dundee

Date Written: November 15, 2010

Abstract

Purpose – The purpose of this paper is to highlight the marketing challenges facing the Nigerian movie industry – Nollywood. The paper also attempts to make a case for due recognition to this multimillion dollar industry in management research as opposed to being pigeonholed in the domain of media, film or cultural studies.

Design/Methodology/Approach – The case study benefits from a mixture of survey questionnaires, in-depth interviews and focus groups drawing on a range of themes from Nollywood’s target audience in the diasporas over a three-year period (2005-2007).

Findings – Explanations for why African movies – as epitomized by the case of Nollywood – continue to lack box office appeal cannot be detached from the poor marketing-mix strategies adopted – notably weak marketing communications and poor product quality.

Research Limitations/Implications – The paper is restricted to a convenience sample of respondents and may arguably suffer from a weakness of generalizability.

Practical Implications – Nollywood directors, producers, distributors, marketers and all other stakeholders must organize national, regional and international networks/networking events in order to guarantee the requisite forum for shared access, ideas and more importantly technology and technical know-how. There is also the need for skills upgrading and more robust marketing communications.

Originality/Value – This is the first major attempt to move the discourse of cinematic consumption away from the field of media studies to general management – notably marketing. The paper exudes of a powerful message – this is not just art, it is big business!

Keywords: Film, Innovation, Marketing Communications, Marketing Strategy, Nigeria

JEL Classification: M31, N45

Suggested Citation

Madichie, Nnamdi O., The Nigerian Movie Industry ‘Nollywood’ – A Nearly Perfect Marketing Case Study (November 15, 2010). Marketing Intelligence & Planning, Vol. 28, No. 5, pp. 625-649, 2010 . Available at SSRN: https://ssrn.com/abstract=1876669

Nnamdi O. Madichie (Contact Author)

School of Business, Law and Social Sciences, University of Abertay, Dundee ( email )

Bell Street
Dundee, DD1
United Kingdom

HOME PAGE: http://https://www.abertay.ac.uk/schools/school-of-business-law-and-social-sciences/

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