Feet on the ground, head in the cloud: the mindset of doing business in Africa

Barely two years ago, foreign businesses and analysts were hailing Africa as the world’s economic miracle. With economic, political and social reforms sweeping the continent, a burgeoning middle class and growth rates hovering around the 6% mark, people were queuing up for a slice of a US$1-trillion opportunity. Today, that picture might appear less appealing to some.

Epidemic challenges have swept various countries, especially in West Africa. Across the continent, instability and conflict are either simmering just below the surface – or worse, bursting out into the open. Between strikes, extremist activities, economic turmoil and political unrest, the African dream might be looking a bit threadbare right now.

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