Informal Cross Border Trade as a Substratum Marketing System: A Review and Conceptual Framework

Abstract

© The Author(s) 2020. We provide a literature review and a conceptual framework on informal cross border trade in Sub-Saharan Africa. Informal cross border trade (ICBT) refers to commercial exchanges conducted across borders by individuals operating as unregistered sole traders. ICBT is a burgeoning part of the informal markets in Sub-Saharan Africa and its existence and persistence carry substantial socio-economic implications. We use “summarizing” and “delineating” techniques to discuss seven themes of ICBT, and cast them as the manifestations of a substratum marketing system - a foundational structure instead of an auxiliary system. We underline implications for scholarship and for policymakers and non-governmental organizations charged with formulating initiatives to manage both ICBT and formal markets.