Read about the cultural and linguistic challenges for consumer goods in Africa. Presentation held by Frédéric Jacob Hamburger at the seminar 'New Emerging Markets in Africa'.

1. Cultural and linguistic experiences and challenges for Fast Moving Consumer Goods in Africa

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In Africa, be prepared: this is kind of…

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…different…

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7. Challenges and keys to an effective start
•French speaking countries = SO SPEAK FRENCH !!!!and recruit french persons (ideally From France, Belgium, Switzerland):
•Better understanding,
•More complicity. You’ll built up trust and confidence (cultural similarities)
•More effective business opportunities.
•Business will run faster
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•Experience (To have ”done” africa is a must).
•Immediate opening
•Respect, stronger feeling of friendship, sometimes brotherhood
•Communication ; travelling and vocal contact.

8. Behaviour towards partners Human relationship is the most important
•Be extrovert but not extravagant.
•Be humble.
•Be interested and curious toward the person/the country.
•Respect (vous/tu, dresscode, politeness, religion). Ex: Mali vs Cameroon.
•Small talk about something else than business at the first meeting…and the second…and the third….
•Be patient, stay calm, relaxed, be down to earth.
•“There’s nothing, only humans are scared”.
•Build up trust and confidence.
•Accept and integrate the differences in the culture, be honest and straight in your attitude.
•Be curious.
•Take your time/have a good time (dinner, weekends).
•Be generous in you attitude and action.
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9. How to find your partner – Business Development
•How to get the contacts.
•Shipping companies locally (Mærsk is a gift for DK).
•During the trip, give a lot of space to the spontaneous meetings.
•Networking (DI, Nordekon, Linkedind…).
•Other companies which already are in Africa.
•Chamber of commerce (ACC, Chambre de commerce Franco Danoise).
•Ambassadors and consuls (both in Skandinavia and in Africa).
•Consultants – France/Belgium.
•Politics is always close to business. Local chambers of commerce.
•Define the criterias to select your partner (test with a customer fact sheet).
•Select 4 to 5 and visit them locally.
•Think local, get help locally.
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11. Book to read: Hjælp! Jeg skal til Afrika/Kim Rasmussen
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Thank you