AfOx Fellow
2022
Lecturer
Department of Procurement and Marketing/ Faculty of Business and Management Sciences
Mbarara University of Science and Technology
Uganda

Research Interests

  • Locally contextualized Business Teaching case studies
  • Local entrepreneurs

Dr Sarah Nabachwa

Dr Sarah Nabachwa is a lecturer and researcher interested in business and management sciences. She is currently a Visiting Fellow at the Said Business School, University of Oxford, as part of the Africa Oxford Visiting Fellowship Programme.   

Sarah pursued her PhD in Marketing at Mbarara University of Science and Technology (MUST), Uganda, where she currently works as a lecturer in Marketing in the Faculty of Business and Management Sciences. Sarah is an external examiner at Mountains of the Moon University, Uganda. She is a mentor at the Consortium for Affordable Medical Technologies (CamTech Uganda), MUST Centre for Innovations and Technology Transfer (CITT), and MUST Business Incubation Clinic. Sarah coordinates the Erasmus plus collaboration between MUST and Hochschule Mainz, University of Applied Sciences, German, and she is a project core member for the UNESCO-China funds in Trust project implemented at MUST.   

Sarah’s research focuses on locally contextualised business teaching using case studies to understand ‘Street Smart’ Entrepreneurs. Her research focuses on writing and publishing Business Teaching Case Studies (BTCS) of entrepreneurs who start their businesses with minimal resources and limited education. BTCS of street-smart entrepreneurs can provide valuable insight into indigenous knowledge and business models which are rarely shared or studied in business schools. ‘Street Smart’ Entrepreneurs are a part of the business and innovation landscape that is often marginalised and whose ingenuity has been overlooked. Her work has the potential to bring to light how ‘street smart’ entrepreneurs have often provided impactful local solutions to society’s challenges.   

While at Oxford, Sarah will be working on developing locally contextualised Business Teaching Case Studies that will reflect the challenges local entrepreneurs face. Her project will explore how creating local BTCS could increase insights into the experiences of ‘street smart’ entrepreneurs and their business performance considering profitability, efficiency, diversification, growth, human resource dynamics, and survival strategies over the years.  

 

 

 

Key publications

  • Nabachwa, S., Kamukama, N., Owino, J.O., Nsambu, K.F. (2019), Information Asymmetry: Mediator between Promotions and Usage of Traditional Medicine in Central Uganda. British Journal of Marketing Studies, Vol. 7, No. 3, pp.73-86
  • Porath, D., Nabachwa, S., Agasha, E., Nsambu, K.F. (2021), Innovation and Employment in Sub-Saharan Africa. University of Applied Sciences Mainz, Mainz UASM Discussion Paper Series No. 10/2021. https://www.econstor.eu/handle/10419/235646
  • Nabachwa, S., Kamukama, N., Nsambu, K.F. (2019), Promotions and Consumer Attitudes towards Traditional Medicine Usage in Central Uganda. British Journal of Marketing Studies, Vol. 7, No 5, pp.41-56