TY  - BOOK
AU  - Belasco,Bernard I.
TI  - The entrepreneur as culture hero: preadaptations in Nigerian economic development 
SN  - 0030520969 
AV  - DT513 .B4
U1  - 330.9'669 
PY  - 1980///
CY  - New York
PB  - Praeger
KW  - Yoruba (African people)
KW  - Entrepreneurship
KW  - Nigeria
N1  - "A J. F. Bergin Publishers book."; Includes index; Includes bibliographical references: p. 207-219
N2  - 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
ER  -