Penelope Muzanenhamo

Lecturer/Assistant Professor

School Of Business
Quinn School of Business
Dublin 4

Tel: +353 1 7164770


Dr. Penelope Muzanenhamo is an Assistant Professor in Business in Africa specializing in Marketing, and the Africa lead within the Centre for Business and Society (CeBaS) at UCD College of Business. Penelope holds a PhD from Warwick Business School (WBS), United Kingdom, and two Masters degrees (in Strategic Management and in Business Administration) from the University of Innsbruck, Austria. Her doctoral thesis investigated the contribution of Brand Africa to Sustainable Development from a diasporan perspective. Her Business Administration thesis analysed Internal Brand Building processes within four international banks in Austria. In composing her thesis in Strategic Management, Penelope explored online brand related discourses for a leading global fashion brand. She has published academic work and opinion pieces, as well as presented at global conferences including the Academy of Marketing, where she won the Best Track Paper Award in 2011. Penelope has also reviewed for several Marketing Conferences, including the Academy of Marketing Science and the Academy of Marketing.

Penelope initially joined UCD College of Business in August 2015 as the Proudly Made in Africa (PMIA) Fellow in Business and Development (A position primarily funded by Irish Aid, and co-created by UCD College of Business and the Irish social enterprise, Proudly Made in Africa). As the PMIA Fellow, Penelope's role was to facilitate the integration of Africa in Business curricula. She worked closely with a network of 50 lecturers across Ireland to incorporate content on Africa into 15 Business modules, through designing teaching resources and delivering 90 guest lectures to more than 8200 students over a two-year period. Penelope also co-designed and co-led a number of capacity building workshops for fellow colleagues across Business Schools in Ireland, with the goal to explore and identify approaches for promoting the deeper integration of Africa in Business education. During her term, she also acted as the principal organiser for the Irish Academy of Management Symposium on Shared Value at UCD College of Business in 2016, and 2 national student workshops on Business in Africa in 2015 and 2016 also hosted by UCD College of Business.

Before pursuing an academic career, Penelope worked in the areas of International Project Management, Consultancy and Marketing within both commercial and non-governmental sectors in Zimbabwe, Austria, South Africa and Germany. While working as a Marketing consultant for a boutique Brand Strategy Firm in Germany, Penelope engaged with companies like Redbull, Yahoo, Google, Innocent, Siemens, Swarovski, GE and several banks. Penelope has also been a member of the PragueSummerSchools since 2013.



Book Chapters

Muzanenhamo, P. (2017) 'Africapitalism and Brand Africa: The Relationship' In: Idemudia, K. Amaeshi and A. Okupe (eds). Africapitalism: Sustainable Business and Development in Africa. London: Routledge. [Details]
Muzanenhamo, P. (2014) 'Brand Africa and Sustainable Development: Evidence from the Field' In: Seck, D (eds). Private Sector Development in West Africa: Advances in African Economic, Social and Political Development. Switzerland: Springer. [Details]

Conference Publications

Muzanenhamo P. (2014) (2014) Brand Africa and Sustainable Development: Critical factors Supranational Place Branding and Sustainable Development: Africa and the Post-2015 UN Development Agenda [Details]
Muzanenhamo, P. and Arnott, D.C. (2013) Brand Africa: Extending Corporate Branding Theory to Continents Academy of Marketing Conference: Marketing Relevance [Details]
Muzanenhamo, P. and Arnott, D.C. (2013) Brand Africa as the People: Implications for Place Branding Academy of Marketing Science: Marketing Relevance [Details]
Muzanenhamo, P. and Lisk, F. (2012) The Role of the African as a 'Brand Builder': Contribution to Africa's Sustainable Development and International Competitiveness Institute for Cultural Diplomacy: Africa Rising [Details]
Muzanenhamo, P. and Abimbola, T. (2011) Social Construction of Meanings: Advancing the Notion of Africa as a Continental Brand Academy of Marketing Conference: Marketing Fields Forever [Details]
Muzanenhamo P. & Arnott D.C (2016) Brand Africa: We and They . In: Kim, K eds. Academy of Marketing Science , pp.297-301 [Details]

Published Case Studies

Muzanenhamo, P. (2016) African Tea Bags for Europe: The Case of SuperWe. Published Case Studies Available Online [Details]
Muzanenhamo P. (2016) Turning Facebook Likes into Dollars: The Case of Yours Truly. London: Published Case Studies Available Online [Details]
Muzanenhamo, P. (2016) Food Business in Africa: A Story with Many Sides. Published Case Studies Available Online [Details]
Muzanenhamo, P. (2012) Brand Africa: The Branding of Places. Published Case Studies [Details]


Muzanenhamo, P. (2017) How can Made-In-Africa Engage European Consumers. Comment Available Online [Details]
Muzanenhamo, P. (2015) Brand Africa: The African People. Comment Available Online [Details]


Research Interests

Dr. Muzanenhamo's research focuses on Brand Africa, Africapitalism, African Consumers and Sustainable Development. Central to her research is the question of how both Business and African Consumers contribute to the continent's Sustainable Development, and the evolution of Brand Africa in the 21st Century. Penelope's research which is influenced by the paradigm of Social Construction, interrogates the social construction of brands, consumer markets and sustainable development, as well as the concepts of value co-creation, value capture and place as the people.


Discover our Rankings and Accreditations