The book “The Hidden Gem: Success in Africa’s Informal Markets” is based on the 14th Inaugural Lecture of the Pan-Atlantic University delivered on July 14, 2023, by Professor Uchenna Uzo. The author, who is a Professor of Marketing at the Lagos Business School, shares insights from his research on informal markets in Africa and how businesses can succeed in this dynamic sector. In this book, Professor Uzo explores the role of informal markets in driving economic growth in Africa. He argues that despite the challenges associated with operating in informal markets, there are significant opportunities for businesses to tap into these markets and achieve success. Through case studies and real-life examples, the author illustrates how businesses can navigate the regulatory and structural obstacles of informal markets and create value for their customers. Overall, “The Hidden Gem: Success in Africa’s Informal Markets” is a valuable resource for businesses and policymakers seeking to better understand the opportunities and challenges of operating in Africa’s informal markets. It offers practical insights and strategies for success, based on the author’s extensive research and experience in the field of marketing and management.