Journal of Research in International Business and Management

Internationalization of African ethnic cuisine: A situation analysis

Abstract

Geoffrey Bakunda, Samson Omuudu Otengei

Despite a number of benefits, “African food” is not as widely served in public eating places world wide as many others, a situation reflected in the near-total absence of international literature on African cuisine. As a result, African ethnic cuisine is less internationalized. The paper reports on a case study undertaken in one African country Uganda, to assess international visitors’ exposure to African cuisine and their perceptions of requirements to effectively internationalize African ethnic cuisine. The study confirms that international visitors’ exposure to African ethnic cuisine is low and the level of Internationalization primarily influenced by perceived food quality although other aspects also play a part. The paper identifies managerial and policy implications for promoting Internationalization of African ethnic cuisine.

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