4 myths about doing business in Africa | Nomava Zanazo

TED Business

TED

Business, Modupe Akinola, Ted Business Podcast, Business Leadership Podcast, Ted Talks Business, Ted Modupe, Ted Talks

4 • 1.2K Ratings

🗓️ 5 July 2021

⏱️ 14 minutes

🔗️ Recording | iTunes | RSS

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Summary

We’re taking some time off while we prepare for our next season. In the meantime, this bonus episode amplifies an important call to brands who do business in Africa.

Emerging markets expert Nomava Zanazo says many international companies underestimate their African customers and make costly assumptions about their diversity, preferences and buying power. Sharing the basics about what companies need to know to succeed on the continent, Zanazo debunks four myths and misunderstandings about Africa and its citizens—and invites businesses from overseas to share in its wealth ... once they've done their research.

Transcript

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0:00.0	Ted Audio Collective This is Ted Business, I'm Madu Baccanola.
0:14.1	Today's talk is a call for brands trying to do business in Africa to reframe their approach.
0:20.4	Nomava Zanazo, an emerging market expert, urges retailers to stop thinking of Africa as
0:26.0	the kind of place where they can treat consumers as if they're all the same or just as a place
0:30.8	to offload their cheaper products.
0:33.7	This is a quick bonus episode from Ted at BCG in 2021.
0:37.7	Stay tuned for more full-length Ted Business episodes in coming weeks.
0:47.2	Support for this podcast comes from BCG.
0:49.6	What you're about to hear is a work of imagination, but not fantasy.
0:53.2	So starts every episode of BCG's new podcast, Climate Vision 2050, which pulls us into
0:58.0	a future where we've radically reduced carbon emissions and saved ourselves from climate
1:02.6	catastrophe.
1:03.6	From the future of travel to food and fashion, what might life be like in a world that
1:08.2	has actually managed to address climate change?
1:11.5	Listen to BCG's Climate Vision 2050 wherever you get your podcasts, and net zero world is
1:16.7	within reach.
1:17.7	Hey listener, a quick favor, we are conducting an audience survey and we'd be really
1:23.0	grateful if you could take just a few minutes to respond.
1:26.0	Please visit survey.prx.org slash business to take the survey today.
1:32.0	That's survey.prx.org slash business.
1:35.8	Thanks.
1:37.8	I've got to be honest, companies tend to underestimate me, and I want to change that.
	...

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