Table of Contents :

Editorial Note: A Triangulation Ultimatum of African Mainstream, Critical and Explosive Business Research: Learning, Unlearning and Relearning Original Business Knowledge in Africa
Wael Kortam5

A Qualitative Inquiry into the Generational Identity of Professional Staff working in Public Universities in Mauritius
Anoopa Boodhram9


Strategic Marketing Implications for Customer Retention in Private Tertiary Education in Ghana through the Intervening Roles of Customer Journey Mapping and Students' Experience
Joseph Gyamfi Yeboah and Patrick Joel Turkson 29


Conceptualizing Brand Hate Escalation: A Dual SEM-PLS / Necessary Condition Analysis Approach
Mohamed Assoud and Lahoucine Berbou55


A Qualitative Analysis of Global Expert Opinions on Neuromarketing and the Role of Feel Data in Consumer's Behaviour
Yahia Mouammine and Hassan Azdimousa83


Modeling Culturally-Informed Digital Marketing for Enhancement of Market Share for Small and Medium Enterprises in Zimbabwe
Choto Susan and Kurebwa Jeffrey111

[abstract]