The great miscalculation–and exit–of multinationals in Africa… again
Christensen Institute
APRIL 23, 2024
Nestle cut staff across 21 countries and Barclays, Coca-Cola, Cadbury, Eveready, and SABMiller retreated from different African markets they once believed had promise. The implication is that if a company is not focused on market creation–that is, transforming nonconsumption to consumption–it need not be in Africa. So, when a U.S.
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