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Recent Projects

The most common form of market entry for companies in Sub-Saharan Africa is still sales partnerships between a German company and its local sales partner. While companies frequently use the term “distribution partnership”, a review of the literature shows that the academic discussion focuses on other terms such as “strategic alliance” or ”supply chain partnership”. In addition to the conceptual delineation of these business-to-business partnerships, analysis of the literature explores the success factors of sales partnerships and detects some research gaps in the process.

In a next step, the success factors identified in the literature will be empirically tested. The methodological approach involves interviewing CEOs/Africa sales managers of German SMEs as well as the local partners of these companies.

China‘s engagement in Africa has grown since the establishment of the Forum on China Africa Cooperation (FOCAC) in 2000 and the promulgation of the Belt and Road Initiative (BRI) in 2013.    Although Chinese actors play a central role in the implementation of large infrastructure projects in Africa, a review of the FOCAC and BRI communiqués suggests that business opportunities are emerging for local African as well as international companies.

The Book Project Business in Africa aims to provide a systematic overview of business in Africa along a business model logic. A number of theoretical chapters on sales & revenue models, production and value chains, among others, are flanked by examples of companies in order to present best practices and success factors for market entry and development in the countries of sub-Saharan Africa.