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

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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.

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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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