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Chris Mbah


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Professor Mbah earned his Bachelors and Masters Degrees in Business Administration from Sul Ross State University in the small West Texas town of Alpine, Texas.  His Doctorate in (International Business) was earned from the University of Sarasota/Argosy. His professional and academic experiences include years in the United States, Europe, Middle East, Australia, the South Pacific Rim, and Nigeria, where he served as tenured Full Professor of Marketing and International Business, Executive Director of MBA programs, and Head of School of Business (Dean), Management Consultant, Dean of Graduate School and currently as Full-Professor of Marketing and International Business at the American University of Nigeria. His research interests are primarily in the areas of Global Strategy and Competitiveness, Market Orientation in Emerging Economies, as well as the use of AHP for business decision-making.  He has published over 50 peer-reviewed articles in professional and academic journals, book chapters, and conference proceedings.

THESIS: (Market Orientation Profiles: An Intrinsic Study of an Organization in a Structural Adjustment Programs Business Environment)

Global Strategy and Competitiveness
Market Orientation in Emerging Economies
The use of AHP for business decision-making
  1. Seminar in Strategic Management and Entrepreneurship
  2. Managing People and Organizations (Org.. Behavior)
  3. International Business Management

Mbah, C., and Madichie, N. (2015) ‘Rebranding Thailand through Football – Food for thought?’  International Journal of Entrepreneurship and Small Business, Vol. 25, No. 1, pp. 1-17.  Available online at: International Journal of Entrepreneurship and Small Business (IJESB) – Inderscience Publishers.

Mbah, C., Kolo, J., Madichie, N.O. (2016) “COMMONOMICS: A Panacea for the African Growth Tragedy in the 21st Century”. European Business and Economics Conf. (EBES) Jan. 2016.

Mbah, Chris H., Enyinda, Chris I. (May 2016) “An Empirical Dynamic Sensitivity Analysis Approach for Managing Development Project Operations and Supply Chain Risks”. Academy of African Business and Development. (Arusha, Tanzania)

Mbah, Chris H., Enyinda, Chris I (Nov/Dec 2017) “Quantifying Sources of Risks in Global Food Operations and Supply Chain”. Thunderbird International Business Review, Vol. 59, No. 6, pp. 653-661. 

Mbah, Chris H., Enyinda, Chris I,  Ogbuehi, Alphonso O. (March 2018) “Building Pharmaceutical Relationship Marketing and the Social Media Impact: An

Empirical Analysis”. International Journal of Pharmaceutical and Healthcare Marketing.

Enyinda, Chris, and Mbah Chris (April 2019), “A Decision Support Model for Conflict Management in Marketing-Sales Relationships”. International Academy of African Business and Development (Tanzania). 

Chris. I. Enyinda, Chris H. Mbah, Akinola Fadahunsi (2020) “Marketing Sales-Service Interface and Social Media Marketing Influence on B2B Sales Process”. Journal of Business and Industrial Marketing. JBIM-01-2019-0053.R3

Chris. I. Enyinda, Chris H. Mbah, Alphonso Ogbuehi (2021) “Managing Marketing-Sales-Customer Relationship Conflict in a B2B Multinational Firm: Emerging Markets Context”. Thunderbird International Business Review.

      Kolo, N.O. Madichie, Chris H. Mbah (2019) Commonomics: Rhetoric and Reality of the African Growth Tragedy. In: Ratten V., Jones P., Braga V., Marques C. (eds.) Subsistence Entrepreneurship (pp. 17-32). Contributions to Management Science. Springer, Cham.


American University of Nigeria
98 Lamido Zubairu Way
Yola Township bypass
PMB 2250, Yola
Adamawa State, Nigeria
Tel: +234 805-200-2962