The reason is that they mistakenly think what works in South Africa will automatically work elsewhere, yet at home they will tell you they have “never been to Africa”.
Given the diversity that defines Africa, each of the 54 countries has their own cultural, linguistic and socio-economic environment which businesses thinking of conquering Africa will have to contend with.
Even as we attract Foreign Direct Investments-(FDIs), Africa can’t simply wait for international brands to eventually establish a presence in certain selected countries-as they currently do-based on uniteconomics of their foreign-designed franchise models.
