Harvard Business Review
APRIL 4, 2011
In the coming weeks, the Africa Investment and Diaspora Act (AIDA), introduced by Congressman Bobby L. AIDA is coming at the right time. Nigeria moved from a GDP of $35 billion to $207 billion within a decade largely because of massive investment from foreign business partners in information technology and banking.
Harvard Business Review
AUGUST 5, 2015
This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. For a century, buying has been framed in terms of moving a prospect from Awareness to Interest to Desire to Action (AIDA).
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