Doctor Tendai Chikweche

DAP Marketing, Hospitality, Sport Management & International Business,
Hospitality, Marketing & Sport

Senior Lecturer,
Hospitality, Marketing & Sport

Biography
Contact
Publications
Projects
Teaching

Biography

Key words:Bottom of pyramid, SMES,Africa

Tendai Chikweche is an experienced academic and researcher with more than 20 years experience in various disciplines primarily in marketing, entrepreneurship and innovation. He has worked in universities in South Africa, Zimbabwe and currently, Australia and his corporate experience is with multinationals primarily in marketing. Tendai’s research interests are in the areas of design thinking, marketing to the base of pyramid, social entrepreneurship, small business enterprises and he has been a pioneer researcher in the area of marketing to the middle class in Africa, a region whose development he is passionate about. He has conducted research and consulting in these areas and has published in international publications. His etaching expertise is in the areas of design thinking, innovation, international business and marketing. Tendai is a Fellow of the Chartered Institute of Marketing ,Australian Marketing Institute and Advance HE. He advises diaspora business councils and other agencies on issues relating to doing business in Africa.

orcid.org/0000-0002-8322-2797

https://scholar.google.com.au/citations?user=nPM_anYAAAAJ&hl=en&oi=ao

This information has been contributed by Doctor Chikweche.

Qualifications

DPHIL University of Western Sydney
MBa University of Bradford
PGDip Mktg The Chartered Institute of Marketing
BCom (Hons) National University of Science and Technology

Professional Memberships

Fellow Chartered Institute of Marketing (2019 - 2023)
Fellow Austrlilian MArketing Institute (2022 - 2022)
Fellow Advance HE (2019 - 2023)
Chartered Marketer (CIM) (2020 - 2023)

Organisational Unit (School / Division)

Hospitality, Marketing & Sport
Hospitality, Marketing & Sport

Contact

Email:	T.Chikweche@westernsydney.edu.au
Phone:	(02) 9685 9683
Mobile:
Location:	1.8

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Teaching

Previous Teaching Areas

BUSM3006 Design Thinking for Creativity, 2022

Publications

Chapters in Books

Chikweche, T., Evangelista, A., Cull, M., Evangelista, F., Dadich, A. and Gregory, S. (2023), 'SME sentiments, access to government support, and resilience during a pandemic', Small and Medium-sized Enterprises, and Business Uncertainty: Just Surviving or Thriving?, Palgrave Macmillan 9789819948437.
Chikweche, T., Garlin, F., Khan, A. and Lwin, M. (2023), 'A conceptual framework for an integrated one-stop portal to support Indigenous small business enterprises : setting foundations for/enhanced policy use, financial inclusion and networking', Small and Medium-sized Enterprises, and Business Uncertainty: Just Surviving or Thriving?, Palgrave Macmillan 9789819948437.
Chikweche, T. (2021), 'Unbranded : the challenges of branding for Africa's informal economy', Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market, Palgrave Macmillan 9783030772031.
Chikweche, T. and Murisa, T. (2015), 'Financial exclusion : an analysis of the evolution and development of microfinance in Zimbabwe', Beyond the Crises: Zimbabwe's Prospects for Transformation, Weaver Press 9781779222855.
Chikweche, T. (2015), 'Business unusual : new markets, doing business with the base of the pyramid', Beyond the Crises: Zimbabwe's Prospects for Transformation, Weaver Press 9781779222855.
Chikweche, T. and Mujeyi, K. (2015), 'Emerging models of inclusive growth : revisiting entrepreneurship and SMMEs in Zimbabwe', Beyond the Crises: Zimbabwe's Prospects for Transformation, Weaver Press 9781779222855.
Fletcher, R. and Chikweche, T. (2011), 'Future Directions in International Marketing: The Decade Ahead', Strategic International Marketing: An Advanced Perspective, Palgrave Macmillan 9780230580244.

Journal Articles

Chikweche, T. and Chaora, B. (2023), 'Reimagining survival under COVID-19 : a micro-business perspective of navigating constant disruption in Zimbabwe', Journal of the International Council for Small Business, vol 4, no 1 , pp 1 - 11.
Chikweche, T. and Mohammed, H. (2023), 'Revisiting advisory assistance programs for micro, small, and medium-sized enterprises in regional rural areas : insights from Australia', Journal of the International Council for Small Business, vol 4, no 1 , pp 12 - 21.
Intharacks, J., Chikweche, T. and Stanton, J. (2023), 'The influence of ethnic identity on consumer behavior : Filipino and Lao consumers in Australia', Journal of International Consumer Marketing, vol 35, no 1 , pp 63 - 78.
Chikweche, T., Bloemen, S. and Mwengye, D. (2023), 'Innovative new product adoption of renewable energy mobility products at the bottom of the pyramid the case of Hamba, an integrated community-driven solution', Journal of International Consumer Marketing, vol 35, no 2 , pp 194 - 214.
Chikweche, T., Lappeman, J. and Egan, P. (2023), 'Researching the marginalised bottom of the pyramid in Africa : lessons and prospects for inclusive, relevant practices', International Journal of Market Research, vol 65, no 5 , pp 597 - 621.
Chikweche, T., Chaora, B. and Rebekah, C. (2023), 'Financial inclusion in Zimbabwe : re-imagining prospects for inclusive stakeholder involvement and national development', African Journal of Inclusive Societies, vol 2, no 1 , pp 61 - 81.
Chikweche, T. and Bressan, A. (2022), 'An investigation on the need for business advisors who can respond to the changing needs of small business enterprises faced with a dynamic operating environment.', Journal of Small Business and Entrepreneurship, vol 34, no 1 , pp 94 - 118.
Chikweche, T. and Shindi, J. (2022), 'An investigation of bottom of pyramid consumers' motivation for participating in value co-creation', Journal of International Consumer Marketing, vol 34, no 4 , pp 394 - 412.
Chikweche, T., Lappeman, J. and Egan, P. (2022), 'Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations', Journal of International Consumer Marketing, vol 34, no 5 , pp 517 - 536.
Chikweche, T., Lappeman, J. and Egan, P. (2022), '[In Press] Marketing financial services in Africa : exploring the heterogeneous middle-class consumer across nine countries', Journal of Financial Services Marketing, .
Chikweche, T., Lappeman, J. and Egan, P. (2021), 'Revisiting middle-class consumers in Africa : a cross-country city-based investigation outlining implications for international marketers', Journal of International Marketing, vol 29, no 4 , pp 79 - 94.
Lappeman, J., Ferreira, C., Robertson, J. and Chikweche, T. (2019), 'Worlds apart : an investigation of South Africa's established and emerging middle class consumers', Society and Business Review, vol 14, no 4 , pp 300 - 319.
Chikweche, T. and Bressan, A. (2018), 'A systematic review of future research challenges and prospects of organizational learning research in small medium size enterprises', Journal of Small Business and Entrepreneurship, vol 30, no 2 , pp 175 - 191.
Chikweche, T. and Fletcher, R. (2017), 'Entrepreneurship and ethics under extreme conditions of poverty : exploring the realities', Society and Business Review, vol 12, no 1 , pp 4 - 19.
Toufani, S., Stanton, J. and Chikweche, T. (2017), 'The importance of aesthetics on customers' intentions to purchase smartphones', Marketing Intelligence and Planning, vol 35, no 3 , pp 316 - 338.
Mutigwe, C., Mtigwe, B. and Chikweche, T. (2017), 'Teaching business analytics with virtual laboratories', Business Education Innovation Journal, vol 9, no 2 , pp 156 - 163.
Chikweche, T. (2015), 'Independent retail and grocery shops in Zimbabwe : survival and demise in a crisis and post-crisis era', Journal of Marketing Channels, vol 22, no 2 , pp 121 - 136.
Chikweche, T. and Fletcher, R. (2014), '"Rise of the middle of pyramid in Africa" : theoretical and practical realities for understanding middle class consumer purchase decision making', Journal of Consumer Marketing, vol 31, no 1 , pp 27 - 38.
Chikweche, T. and Fletcher, R. (2014), 'Marketing to the 'middle of the pyramid' in emerging markets using a social network perspective : evidence from Africa', International Journal of Emerging Markets, vol 9, no 3 , pp 400 - 423.
Chikweche, T. and Fletcher, R. (2013), 'Entrepreneurship and ethics under extreme conditions of poverty : exploring the ethical realities faced by entrepreneurs', Academy of Entrepreneurship Journal, vol 19, no 2 , pp 47 - 111.
Murisa, T. and Chikweche, T. (2013), 'Entrepreneurship and micro-finance in extreme poverty circumstances - challenges and prospects : the case of Zimbabwe', Journal of Development Entrepreneurship, vol 18, no 1 , pp 13500011 - 135000130.
Chikweche, T. and Fletcher, R. (2013), 'Customer relationship management at the base of the pyramid : myth or reality?', Journal of Consumer Marketing, vol 30, no 3 , pp 295 - 309.
Chikweche, T. (2013), 'Revisiting the business environment at the Bottom of Pyramid (BOP)-from theoretical considerations to practical realities', Journal of Global Marketing, vol 26, no 5 , pp 239 - 257.
Chikweche, T. (2013), 'Marketing at the bottom of pyramid : market attractiveness and strategic requirements', Marketing Intelligence and Planning, vol 31, no 7 , pp 764 - 787.
Chikweche, T., Stanton, J. and Fletcher, R. (2012), 'Family purchase decision making at the bottom of the pyramid', Journal of Consumer Marketing, vol 29, no 3 , pp 202 - 213.
Chikweche, T. and Fletcher, R. (2012), 'Revisiting the marketing mix at the bottom of pyramid (BOP) : from theoretical considerations to practical realities', Journal of Consumer Marketing, vol 29, no 7 , pp 507 - 520.
Chikweche, T. and Fletcher, R. (2012), 'Undertaking research at the bottom of the pyramid using qualitative methods : from theoretical considerations to practical realities', Qualitative Market Research, vol 15, no 3 , pp 242 - 267.
Chikweche, T. and Fletcher, R. (2011), 'Branding at the base of pyramid : a Zimbabwean perspective', Marketing Intelligence and Planning, vol 29, no 3 , pp 247 - 263.
Chikweche, T. and Fletcher, R. (2011), 'Branding at the base of pyramid : a Zimbabwean perspective', Marketing Intelligence and Planning, vol 29, no 3 , pp 247 - 263.
Chikweche, T. and Fletcher, R. (2011), 'Franchising at the bottom of the pyramid (BOP): An alternative distribution approach', International Review of Retail, Distribution and Consumer Research, vol 21, no 4 , pp 343 - 360.
Chikweche, T. and Fletcher, R. (2010), 'Understanding factors that influence purchases in subsistence markets', Journal of Business Research, vol 63, no 6 , pp 643 - 650.
Mtigwe, B. and Chikweche, T. (2008), 'Developing country perspectives on country-of-origin effects: The case of the proudly South African campaign', Journal of African Business, vol 9, no 1 , pp 77 - 92.

Conference Papers

Intharacks, J., Chikweche, T., Mohammed, H. and Mohammed, J. (2023), 'Exploring perceptions of ethnicity and ethnic identity', Australian & New Zealand Marketing Academy. Conference, Dunedin, N.Z..
Lappeman, J., Bundwini, N., Chikweche, T. and Egan, P. (2023), 'From individual to household decision making : a practical perspective on the BOP consumer in Africa', European Marketing Academy. Conference, Odense, Denmark.
Chikweche, T., Evangelista, A., Evangelista, F., Cull, M., Dadich, A. and Gregory, S. (2022), 'An investigation of micro-small and medium enterprises" engagement of business advisory and support services during COVID-19', Small Enterprise Association of Australia and New Zealand. Symposium, Online and Melbourne, Vic..
Chikweche, T., Lappeman, J., Egan, P. and Mohammed, H. (2022), 'Re-imagining marketing mix strategies for African millennials', Australian & New Zealand Marketing Academy. Conference, Perth, W.A..
Toufani, S., Stanton, J. and Chikweche, T. (2014), 'The importance of aesthetics on perceived value and purchase intention', Australian and New Zealand Marketing Academy. Conference, Brisbane, Qld..
Chikweche, T. and Fletcher, R. (2013), '"Rise of the middle of the pyramid in Africa" : theoretical and practical realities for understanding consumer and firm interactions', Consortium for International Marketing Research Annual Conference, Adelaide, S. Aust..
Chikweche, T. and Fletcher, R. (2012), 'The Middle of Pyramid (MOP): The Rise of the Global Middle Class in Developing Countries: A conceptual review of challenges and opportunities for marketers tapping the MOP', IMRA International Conference 2012: Emerging Markets Conference, London.
Fletcher, R., Chikweche, T. and Stanton, J. (2012), 'Can Emic variables be truly culture specific - is Guanxi unique to China', 2012 MAG Scholar Global Business, Marketing and Tourism Conference, Gyor,Hungary.
Chikweche, T. and Fletcher, R. (2012), 'Navigating the BOP business landscape : a framework for strategically engaging the BOP', Australian & New Zealand Marketing Academy Conference, Adelaide, S.Aust..
Chikweche, T., Stanton, J. and Fletcher, R. (2011), 'Business Presence and strategic marketing approaches in a difficult bottom of the pyramid environment', Australia New Zealand Marketing Academy Conference 2011, Perth, WA.
Chikweche, T., Stanton, J. and Fletcher, R. (2011), 'Business Presence and strategic marketing approaches in a difficult bottom of the pyramid environment', Australia New Zealand Marketing Academy Conference 2011, Perth, WA.
Chikweche, T., Fletcher, R. and Stanton, J. (2011), 'Revisiting Firms' Engagement and Decision Making of the BOP', Australia New Zealand Marketing Academy Conference, Perth, WA.
Chikweche, T. and Fletcher, R. (2009), 'Is customer relationshiop management a useful tool for tapping the market at the BOP?', 25th IMP Conference: Handling Plurality of Relationship Forms in Networks: from Clans to Clubs, from Cliques to Communities Theoretical and Managerial Perspectives, Mareilles, France.
Fletcher, R. and Chikweche, T. (2009), 'Should International Business Scholars Bother with the Bottom of the Pyramid?', AIB 2009 Annual Meeting, San Diego.
Chikweche, T. and Fletcher, R. (2009), 'Tailoring the Marketing Mix for Customers at the Bottom of the Pyramid (BOP) in Developing Countries', Consortium for International Marketing Research (CIMaR), Beijing.
Chikweche, T. and Fletcher, R. (2009), 'Tailoring the Marketing Mix for Customers at the Bottom of the Pyramid (BOP) in Developing Countries', Consortium for International Marketing Research (CIMaR), Beijing.
Chikweche, T. and Fletcher, R. (2008), 'Measuring Consumer Purchase Decision Involvement in Subsistence Marketplaces', Second Subsistence Marketplaces Conference 2008, University of Illinois, Chicago.
Chikweche, T. and Fletcher, R. (2008), 'Networks and Buyer Behaviour at the Base of the Pyramid', 24th Industrial Marketing and Purchasing Conference (IMP2008), Uppsala ,Sweden.
Chikweche, T. and Fletcher, R. (2008), 'Franchising at the BOP. An Alternative Distribution Strategy', Australia and New Zealand Marketing Academy Conference 2008, Sydney - Olympic Park.
Chikweche, T. and Fletcher, R. (2008), 'Undertaking Research at the BOP - from theoretical considerations to practical realities', Consoirtium for Internatinal Marketing and Research Conference 2008u, Rio de Janeiro, Brazil.
Fletcher, R., Jackson, L. and Chikweche, T. (2007), 'Undertaking Research at the BOP: the Challenge for Demographers', Seminar on the Applications of Demography in Business, Sydney.
Chikweche, T. and Fletcher, R. (2007), 'Research Measurement Challenges in Bottom of Pyramid Markets', ANZMAC 2007 3 R's Reputation, Responsibility and Relevance, Otago NZ.
Fletcher, R., Jackson, L. and Chikweche, T. (2007), 'Research Methodology and Design Issues for Research at the Bottom of the Pyramid', CImaR Conferencxe,May 2007, Manchester,UK.
Chikweche, T. (2004), 'Collaboration and Networking among SMME Support Organizations in South Africa', ISBA National Entrepreneurship and SME Development Conference, Newcastle, UK.
Chikweche, T. (2004), 'Collaboration and Networking among SMME Support Organizations in South Africa', ISBA National Entrepreneurship and SME Development Conference, Newcastle, UK.
Chikweche, T. and Mtigwe, B. (2004), 'Deliver us from imports: Is the Proudly South African campaign an antidote or a sedative?', Marketing Federation of South Africa Educators Conference, .
Chikweche, T. and Mtigwe, B. (2004), 'Deliver us from imports: Is the Proudly South African campaign an antidote or a sedative?', Marketing Federation of South Africa Educators Conference, .

Key research areas are: Bottom of pyramid , middle of pyramid,Entrepreunership and SME development, Cross-cultural studies, International business and marketing,sustainable social innovations.

Research Awards

Finalist and Runner Up Winner-2022 Western Sydney University Research Impact Competition