Business Success in Africa

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.

About the Editors:

Prof. Dr. Philipp von Carlowitz teaches and researches at ESB Business School of Reutlingen University (Germany). He is the head of the research group Doing Business in Africa and has published widely on the private sector perspective on African markets. He is a sought-after keynote speaker, expert on business in Africa, and a consultant to companies and public & international institutions alike.

Dr. Simon Züfle is a research fellow in the Doing Business in Africa research group at the ESB Business School of Reutlingen University (Germany). His research and consultancy delve into various topics in the African context, such as the interrelationship of geopolitics and business, market entry strategies, sustainability management, and innovation and entrepreneurship in tech hubs.