The irrationality of economic choices of African business executives facing the social pressure of ethnicity,or their extended family has been extensively studied. Success stories in Africa- sucessful and entrepreneurial leaders in Africa 
Hatua za uchaguzi wa kiuchumi zisizoleta mantiki miongoni mwa wakurugenzi wa mashirika ya biashara ya Afrika yanayokabiliwa na mashinikizo ya ubaguzi wa rangi, au familia zao zilikuwa sehemu muhimu ya utafiti huo.