Igbo Approach To Business Defies Conventional Business, Management Models, Thinking —Chris O. Maduka

Chris O. Maduka

Am aware that top management of major global corporations as well as some of the top business schools around the world are increasingly curious and are under studying the Igbo business model that has defied all the regular and conventional business models of decimating your competitors in the shark infested waters of competition for market share.

The Igbos actually engage in the opposite. The actually groom and encourage their competitors to grow side by side with them in what they now consider  the biggest business  mentor ship and venture capital scheme in the world. Completely Igbo engineered and developed.

Nnewi in Anambra state is the typical example of this scheme and it has also been proven to be the secret behind the smashing success story as Nnewi in Anambra by extension the entire Igboland is known for. Ofcourse,  Nnewi and Anambra in general boost of the highest per capita income than nearly all other areas in Nigeria.

For instance, we hear of Innoson motors with all his success stories, but even Chief Innocent Chukwuma has his mentor and Oga  Chief Gabros if am not mistaking whom he still stands up and yield his chair for if he walks into an occasion. These are the beauty of Igbo unique and peculiar life that was not learned from any external entity or influence. Sad that we are not sustaining this virtue and unique approach to life and living.

It is an Igbo phenomenon that most people that are secretly envious have turned into negative attribute of love money, because we let them get away with that as the Igbo  NOLLYWOOD Igbo practitioners have reinforced by their repeatedly putting out movies that depict us in the most negative light.

Infact this discussion about the Unique Igbo approach to business that has defied the conventional business and management strategy ought to light bulbs in the brains of the producers and directors, instead of being defensive and in denial. It can make a very good movie that will earn us respect for who we’ve always been.

Speaking of the Igbos, when Chief Mike Adenuga wanted to break the monopoly of the dominant  competing  network with Glo in some African countries, guess who he turned to? The young Igbo hawkers.
They were recruited and unleashed on those areas as they drove the sim cards and the recharge cards into the already dominated markets. Their street peddling served as direct sales, plus promo and advertisements all rolled into one. As they flash the products to you, the introduction of that brand and subtle brand bonding is taking place.

Another area is OPTIMIZATION. Very peculiar to the developing countries like Nigeria, especially the deprived Igbos with their civil war and blockade experience. For those who don’t realize it, optimization is simply stretching the life of an item, equipment or device far longer than the original intent and scope of the original  developers or manufacturer. The Igbos have engaged in optimization for donkey years now. Even in the medical field ordinary apprentice boy in Chemist can prove to you that a particular drug manufactured by any of the global Pharma can also be applied to certain ailments not originally countenanced by the original researchers and producers.  Same goes for all manners of gadgets. Who could believe that the Peugeot compressor will work best on the Japanese cars and save one money from always changing condensers. Why? The local Igbo AC technicians figured that out. And trust me it is working exactly as they advised. This kind of thinking will never even fly through the heads of most technicians in the so called developed world.

They stretch these things  far much more than rich economies and societies actually intended. Or finding alternative uses for those items or products. That’s part of the multi billion global used items market. That’s part of the  optimization.
It is simply that notion that necessity leads to invention.

It has been part of the curiosity of the developed world as to how businesses and individuals have been able to survive,  thrive and remain profitable in near impossible business and discouraging social environment.
So they are looking at  optimization as one of the areas that has helped these businesses and individuals  survive and compete effectively. And there’s no better place to look than the Igbos and Igboland.

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