Business Success in Africa: Academic and Managerial Insights [Hardcover]

This edited book combines academic and managerial insights on achieving business success in Sub-Saharan African markets. It offers a holistic view of business in Africa by addressing key elements of a business model. After a part that presents situational analyses of the business environment companies encounter in Africa, the book delves into the operational analysis.

Each section is introduced by a conceptual chapter written by academics to set the stage and provide an overview of the pertinent issues for the subject matter in Africa. Subsequent chapters written by managers offer in-depth insights into some of the specific issues, challenges, and actions companies engage in while doing business in Africa. The sections cover market entry forms, sales, marketing and distribution, supply chain and logistics, as well as leadership, human resources and financing. The book brings together the European and the African perspectives as operational business issues are equally relevant for all companies. The authors come from a wide range of countries, from the USA to Europe and Africa, and cover a multitude of industries. The book is appropriate for both European and African practitioners and scholars.

Chapter 1. Introduction: Relevance of Doing Business in Africa.- Chapter 2. The Need for a Contextualized Business Model in African Markets.- Chapter 3. Africa as a Future Market: Economic and Industry Prospects for the Continent.- Chapter 4. Business Environment in Sub-Saharan Africa: Status and Developments.- Chapter 5. The African Continental Free Trade Area as a Business Case.- Chapter 6. Attracting Foreign Direct Investment into Sub-Saharan Africa.- Chapter 7. Overview on Market Entry Modes for Africa.- Chapter 8. Deciding on the Mode of Operation in Africa.- Chapter 9. Trading with and in Africa: The Role of an International Trading Company.- Chapter 10. Accessing the African Market through a Sales Partnership: The Local Imporl&