The entrepreneur as culture hero :
Belasco, Bernard I.
The entrepreneur as culture hero : preadaptations in Nigerian economic development / - New York : Praeger, c1980. - xiii, 239 p. ;
"A J. F. Bergin Publishers book." Includes index.
Includes bibliographical references: p. 207-219.
This volume is a case study in ethnomarketing, an account of how the Yoruba of Nigeria adjusted to and transformed themselves in relation to penetration by the world market. It documents the range of Yoruba cultural inventiveness in response to new commodity relations, the “crux of Westernization,” that followed upon the opening of Atlantic commerce. The emphasis, thus, is on changes and continuities in production and consumption arrangements, including ideological processes, stemming from Yoruba participation in overseas commerce.
0030520969
Yoruba (African people).
Entrepreneurship.
Nigeria.
DT513 / .B4
330.9'669 / BEL
The entrepreneur as culture hero : preadaptations in Nigerian economic development / - New York : Praeger, c1980. - xiii, 239 p. ;
"A J. F. Bergin Publishers book." Includes index.
Includes bibliographical references: p. 207-219.
This volume is a case study in ethnomarketing, an account of how the Yoruba of Nigeria adjusted to and transformed themselves in relation to penetration by the world market. It documents the range of Yoruba cultural inventiveness in response to new commodity relations, the “crux of Westernization,” that followed upon the opening of Atlantic commerce. The emphasis, thus, is on changes and continuities in production and consumption arrangements, including ideological processes, stemming from Yoruba participation in overseas commerce.
0030520969
Yoruba (African people).
Entrepreneurship.
Nigeria.
DT513 / .B4
330.9'669 / BEL