Marketing Faculty at Lagos Business School (LBS), Dr Uchenna Uzo has been selected as a Highly Commended Winner for his case, ‘Indomie Noodles in Africa: Lessons on Digital and Cultural Branding’ at the 2019 Emerald Literati Awards.
Co-authored by Visiting Professor of Marketing, Louis Nzegwu, the case explains how social media and digital marketing strategies can be used to move consumers from brand awareness to brand loyalty, using Dufil Prima Limited, the manufacturer of Indomie Noodles as an example.
The Emerald Literati Award is the third major recognition the case has received in the last three years, as it came third place in the Emerald/Association of African Business School (AABS) case study competition and emerged Best Teaching Case at the Academy of International Business (AIB) Conference in 2017 and 2018 respectively.
Dr Uzo has made remarkable contributions to the LBS case study collection and recently became a recipient of the 2019 Dean’s Case Award for his case, ‘Research in Motion: Managing Channel Conflicts’ which has the highest number of downloads.
The case ‘Indomie Noodles in Africa: Lessons on Digital and Cultural Branding’ was published in Emerald’s Emerging Sources Case Collection in 2017 and has now been made freely available on the Emerald Insight website for the next six months.
The teaching methodology at LBS is based on the case study method and the School has one of the largest collection of cases in Africa.