Open Access

Simon ZüfleORCiD, Philipp von CarlowitzORCiD

• We identify five overarching topics: First, a recurring key success factor is the cooperation with local partners across all functions. Local partners usually have a close network in politics and business, are familiar with the bureaucratic requirements and the local culture, and have the know-how to position high-quality European products in African markets. It is crucial to carefully select partners based on prioritized and industry-specific search criteria to ensure long-term business success. Second, investment in local resources is a key success factor. Investing in an African country carries various advantages and shows commitment to the market. It can take many forms, e.g., investing in local production, a storage facility, a sales office, training of partners, customers, and own staff. Investment in knowledge and technology transfer to local employees, partners, and customers through training and other capacity-building programs not only improves the competitive situation but also enhances skills that will benefit German and African firms and will eventually contribute in the long run to the development of African countries. Third, a careful analysis and approach to business in Africa is recommended, given the heterogeneity of African markets. Neither a one-size-fits-all strategy is a suitable approach nor is the transfer of existing business models from industrial markets. Specific challenges and differing business environments across African countries must be examined, and all relevant aspects affected need to be adjusted accordingly, sometimes leading to business model innovation. Fourth, a particularly promising trend for improving Africa business is digital transformation. Digitalization enables innovative and customized business models for African markets. It also has the potential to significantly raise the transparency and efficiency of bureaucratic procedures. Also, companies can improve many of their operational processes using new technologies, e.g., for marketing, logistics, and distribution.