Research

Far from being portrayed as a continent of little hope, current narratives about Africa emphasize a growing middle class, increasing urbanisation, high economic growth in numerous countries, vibrant youth, innovative businesses and renewed commitment towards continental integration through the African Continental Free Trade Area. Nevertheless, current market conditions are diverse and mostly challenging. Considering the opportunities and challenges private sector players face, it often remains unclear what the optimal operational business approach should look like.

This is where the research group focuses its work. Trying to understand how local and international companies can succeed is the pivotal point of all investigation topics. The research group works in topical areas such as:

• operational success in, for instance, sales and marketing or along the supply chain
• use of new technology in business activities in SubSaharan Africa
• business approaches in special market segments, such as the Bottomof-the-Pyramid, triple bottom line and the like
• decisionmaking on market entry and Go2Market approaches
• creating and seizing opportunities in trend areas like circular economy, climate change, urbanization
• role and impact of innovation and entrepreneurship 

• identification of relevant and innovative business models for SubSaharan Africa markets