Call for papers JRMPA 2026

CALL FOR PAPERS

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5th Marketing Research Days on African Countries (JRMPA), Senegal (Thiès & Dakar), 11 and 12 June 2026

Despite rising geopolitical uncertainties and trade tensions, Africa's economic growth is expected to rise from 3.3% in 2024 to 3.9% in 2025, reaching 4% next year (African Development Bank)[1]. 21 African countries will achieve growth of more than 5% in 2025, with four of them (Ethiopia, Niger, Rwanda and Senegal) able to reach the critical threshold of 7% needed to reduce poverty and achieve inclusive growth.

This economic momentum has been driven by favourable commodity prices, especially in a region that is a net exporter of crude oil, minerals and other commodities. Africa's economic growth is expected to outpace that of the rest of the world over the next two years, with real gross domestic product (GDP) averaging around 4%. With its social and societal, economic and technological changes, Africa still offers growth opportunities to many companies around the world. According to Hervé Lohoues (AfDB), this performance is the result of the structural reforms implemented to support the non-extractive sectors and the increase in external demand and prices for the main products exported by the various countries in the region

National and international investors are increasingly attracted by the potential of the African continent. This is evidenced by the massive expansion of retail and service chains (Auchan, Carrefour, Casino, Leroy Merlin, KFC, Pizza Hut, etc.) in many African countries. But there is also the dynamism of local chains (Lekku Fii in Senegal, Label'Vie SA in Morocco, Shoprite Holdings in South Africa, etc.) which have the advantage of knowledge of socio-cultural realities. At the same time, the African economic fabric is dominated by dynamic SMEs and VSEs, but they face a number of challenges (access to finance, formalisation, access to the public and international markets, etc.). However, one major obstacle that often comes up, whatever the context, is access to the market in general. This raises the question of the central role of marketing in the success or failure of SMEs, whose managers have not always been trained in the fundamentals of strategic marketing (market research, segmentation/targeting/positioning) and operational marketing (product development, pricing, communication techniques and distribution/marketing strategies).

Technology hubs and incubators are springing up across the continent. These centres have become Africa's ‘Silicon Valley’ and continue to produce the best technological innovators and entrepreneurs Africa has ever seen. African entrepreneurs are using the internet and technology to solve the continent's problems and challenges. From taxi services to mobile payment systems and motorbike delivery services, African tech start-ups are bursting with creativity and promise. Numerous jobs in digital marketing are important avenues for absorbing the skills of young people. What's more, the green revolution also represents a huge business opportunity. As everywhere else in the world, the appetite for green and eco-friendly products and services is growing rapidly.

Despite the many opportunities presented by the continent, and despite the enthusiasm of professionals for the African continent, too little marketing and management science research is being developed into African markets and consumers.

This call for papers therefore has three main objectives:

- To stimulate and promote marketing research that will provide a better understanding of consumer and managerial behaviour in Africa.

- To contribute to the theoretical and managerial advancement of research on African countries.
- To encourage meetings and exchanges between researchers and managers interested in the problems of African countries in the broadest sense (sub-Saharan Africa, Central Africa and North Africa), whether they are located in African countries or in other countries (emerging or developed). A number of initiatives have already been launched. These include the development of the Groupe d'Intérêts Thématiques de l'Association Française de Marketing (GIT-AFM) around ‘distribution in emerging countries’ and the creation of the association ‘Recherche Marketing sur les Pays d'Afrique’ (RMPA).

Main theme :

The main theme of this year's conference is: ‘Local products and local consumption: what marketing model for Africa's SMEs and VSEs?’

 

Other potential themes:

Researchers are invited to submit methodological and conceptual empirical research that focuses on marketing topics related to African countries with strong scientific and managerial potential. Papers may be based on qualitative or quantitative methods, case studies and conceptual analyses.

Without this list being exhaustive, researchers may propose critical and original papers on the following themes:
    Products and services: product adaptation, product innovation, local product transformation, management of contact staff, quality of service, etc.
    Distribution networks in Africa: traditional trade, informal networks, alternative markets, impact of modern distribution (e.g. shopping centres, supermarkets, etc.), Chinese presence in Africa, etc.
 Communication strategies: adapting advertising to the local context, promotional practices, role of social networks, etc.
    Pricing: price negotiation, price perception, etc.
    E-commerce and new technologies: mobile marketing, connected commerce, digitalisation, etc.
    Consumer behaviour: influence of religion, traditions, reference group and social network, etc.
    Consumption, commercial relations and consumer behaviour in relation to African immigration, poverty and strategies at the base of the pyramid, adaptation to the economic crisis, etc.
    Societal management and marketing: ethics, CSR, sustainable development, fair trade, etc.
    Internationalisation strategies, intercultural team management, Africa-Africa partnership strategies.
        Co-creation and participation practices, business models.
    Brand strategies: local/global brand, country of origin, counterfeiting, etc.
    Associative and cooperative strategies: NGOs, associations, cooperatives, EIGs, etc.
    Sectoral management and marketing: luxury goods, health, industry, agri-business, tourism/hospitality, banking, etc.
    Cross-cultural studies (African countries / other emerging or developed countries).
    Cross-disciplinary analyses applied to Africa: marketing-HRM, marketing-finance, marketing-strategy; marketing-history, marketing-geography, etc.

 

The Scientific Committee strongly encourages collaboration between colleagues from different countries, as well as cross-cultural comparisons.

 Authors may submit papers in French or English in two formats:

- Poster format: 1 page summarising the main points of a research project not yet completed, an innovative teaching project, a case study, etc., times 12, 1.5 line spacing and 2.5 margins, including everything.

- Short format: 5 pages maximum, times 12, single-spaced and with 2.5 margins, excluding the title page, bibliographical references and appendices.

Each author may submit a maximum of two projects as first author.

For each submission, at least one author undertakes to present the paper if it is accepted.

The papers submitted will be evaluated by the Scientific Committee.

The first page of the submission must include: the title of the paper, the first and last names of the authors, their affiliation and contact details (e-mail).

The second page must include the title of the paper, an abstract (in French and English) of 150 words, double-spaced, and a maximum of five (5) key words.

Style sheet available here

Platform and procedures for submitting bids:

Submissions must be made exclusively to the following address: jrpalille@gmail.com

Submission files must be named as follows: Submission title-JRMPA2026 (e.g. if the itle of the paper is ‘the satisfaction-fidelity relationship’, it must be submitted under the name: the satisfaction-fidelity relationship-JRMPA2026).

For more information, see the conference website: https://jrmpa2026.sciencesconf.org/

Publication opportunities and prizes

For papers with good potential, and in view of the interest of the theme addressed, the Scientific Committee encourages the author(s) to submit their project to classified journals (HCERES/ FNEGE/ CNRS list), particularly those of the French Marketing Association (Décisions Marketing, Recherche et Applications en Marketing).

 The Scientific Committee is also looking into the possibility of piloting a special issue in a classified journal (HCERES/ FNEGE/ CNRS) or in a collective work. Information on this subject will be provided at a later date. If this is the case, an ad hoc Reading Committee will select the projects to be submitted according to the procedure of the journal or publishing house.

Le Sphinx (software publisher - research service provider) will award a ‘Prize for the best communication’ of the Day. The prize will consist of software equipment for the winner's laboratory. In this way, the prize-winner wins and his or her laboratory wins.

Provisional timetable for submissions and conference fees:

Conference fees [2]:

- Doctoral student or young doctor (defense less than one year): 60 euros (40 000 F CFA).

- Lecturer-researcher: 150 euros (100 000 F CFA).

- Professional or other participant: 100 euros (65,000 CFA francs).

- Participation fee for group visits (Saturday 13 June): 60 euros (40,000 CFA francs).

[1] Source: https://www.afdb.org/fr/news-and-events/press-releases/rapport-perspectives-economiques-en-afrique-2025-des-perspectives-court-terme-resilientes-pour-lafrique-malgre-les-vents-contraires-economiques-et-politiques-lechelle-mondiale-84057#:~:text=La%20croissance%20%C3%A9conomique%20africaine%20devrait,rapport%20phare%20%C2%AB%20Perspectives%20%C3%A9conomiques%20en

[2] Non-refundable, except in the event of visa refusal communicated sufficiently in advance (one month in advance). Transfer costs (bank transfer fees or online payment platform commission) are payable by the authors.