Africa is one of the most talked-about growth frontiers in global business today. But here is the hard truth many investors overlook: Africa is not one market.
It is 54 distinct business environments — each with its own regulatory system, tax structure, currency dynamics, distribution networks, and consumer behavior.
Approaching the continent as a single export destination is not a strategy.
...
It is 54 distinct business environments — each with its own regulatory system, tax structure, currency dynamics, distribution networks, and consumer behavior.
Approaching the continent as a single export destination is not a strategy.
...
Africa Is Not a Market. It’s 54 Distinct Business Environments.
Every week, I speak with manufacturers and investors from Europe, Asia, and North America who tell me, “We want to enter the African market.” My first response is always the same: Which Africa are ...