The great miscalculation–and exit–of multinationals in Africa… again
Christensen Institute
APRIL 23, 2024
In 2015, many multinational companies exited Africa. This means Africa is full of nonconsumers–hundreds of millions of people who would benefit from consuming a product or service but can’t due to several barriers. The allure of Africa, particularly the widely referenced Africa rising narrative, was fading. Fewer than 0.3%
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