This book places special focus on the importance of trust building, particularly in economies where formal legal arrangements are lacking. Taking the case of Africa, the author provides a framework of how indigenous institutions specify and define the rules, thereby allowing entrepreneurship to thrive. In particular, the book delves into the distinct evidence of institutional rivalry within Africa where competing institutions co-exist, leading to the emergence of dominant hybrid institutional forms. By placing enforcements at the heart of the issue, the author makes a convincing case for trust in a range of indigenous institutional arrangements. Based on an investigation of entrepreneurs operating across West Africa, the book explores how indigenous arrangements are sufficient in enforcing credible commitments to agreements. In the process, the author argues that trust is essential in stimulating entrepreneurial incentives in Africa. The book brings the real-world situation of local actors in live situations that almost every African entrepreneur can identify with. In a bold new step, the book attempts to show how African entrepreneurs have been able to respond to the specific socio-economic challenges of their environment and raises questions about the role of alternative indigenous institutions. For those interested in African studies, the book’s chapters and readings capture fresh insights and renewed enthusiasm for African entrepreneurship.

In uncertain times, the focus on advanced economies overshadows the often-overlooked contributions of African economies. However, it is crucial not to underestimate Africa's paramount importance in the global economy. With a diverse economy shaped by historical, social, and cultural changes, Africa offers a rich and compelling narrative. Presenting ten exciting chapters delving into the socio-cultural aspects of African contexts and their profound impact on regional, national, and international business, Contextualising African Studies lays the foundation for a comprehensive exploration of Africa's business landscape. Examining contemporary issues, the authors shed new light on the intricate relationship between businesses, societies, and economics across various African societies. From researchers seeking fresh insights to business practitioners and policymakers, this edited text is a vital resource detailing the intricate workings of business and economics in Africa. The New Frontiers in African Business and Society series pioneers innovative reflections on the intricate interplay between business and society in Africa's emerging economy. Distinguished scholars contribute their expertise, offering crucial answers to the continent's challenges while uncovering new avenues of research and forging pathways forward.