In a captivating lecture titled “Decolonising Africa’s Business Practices: Pro-Indigenous Marketing Pathways To A Paradigm Shift,” Professor Ogechi Adeola, a distinguished scholar of Marketing at the Lagos Business School in Pan-Atlantic University, Lagos State, shed light on why the Igbo apprenticeship system stands as the world’s most extensive business incubator.
Adeola, who also serves as the Head of the Department of Marketing, Operations, and Information Systems at LBS, shared her insights during the 15th Inaugural Lecture of the institution. She emphasized that the Igbo apprenticeship tradition nurtures young individuals from a tender age to become successful entrepreneurs, making it an unparalleled global phenomenon.
Her profound understanding of the subject, derived from her extensive research and contributions to books such as ‘Indigenous African Enterprise’ and ‘Igba Boi,’ unraveled the intricate workings of the Igbo apprentice system. This system, often referred to as ‘Igba-Odibo/Igba-Boi/Imu-Ahia/Imu-Oru,’ comprises formal and informal indentured agreements that foster vibrant entrepreneurial communities within the Igbo culture.
Adeola explained that the system encompasses three major types: Igba-boi (become an apprentice), Imu Oru (learn a craft), and Imu Ahia (learn a trade). Each type is dedicated to imparting knowledge and entrepreneurial skills, albeit with varying approaches. In the Igba-boi/Igba Odibo category, mentees receive free tutelage for a pre-agreed period. Conversely, in the Imu Oru/Imu Oruaka and Imu Ahia categories, the mentee or their parents/sponsors pay for mentorship.
One of the highlights of her lecture was a reference to American journalist Robert Neuwirth’s 2017 TedTalk presentation, where he hailed the Igbo ‘Igba Boi’ scheme as “the largest business incubator platform in the world.” Neuwirth examined the Alaba International Market, a bustling hub where over 10,000 merchants generate more than $4 billion in annual revenue. He identified the principle of sharing as the driving force behind this remarkable system.
Professor Adeola’s deep-rooted interest in Africa’s growth and development was ignited by articles like The Economist’s “Hopeless Continent” published in 2000, which portrayed Africa in a negative light. She shared her journey of challenging these characterizations through her writing, ultimately advocating for a brighter future for the continent.
She concluded by urging young people who leave Africa to cast a spotlight on the continent and market it as an attractive destination for the world. Her insightful lecture not only celebrated the remarkable Igbo apprenticeship system but also emphasized the importance of changing perceptions and driving Africa’s growth and development.
In attendance at this enlightening event were esteemed individuals, including the Vice-Chancellor of the institution, Prof. Enase Okonedo, and other dignitaries who celebrated Professor Adeola’s dedication to reshaping Africa’s narrative.