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Muriel BENOIT
Xavier PERSONNIC
Africa is often rightly cited as a land of opportunity and therefore a market to be questioned by any company seeking to develop. Nevertheless, the subject is difficult to qualify because the commercial and operational models are in reality quite unknown to managers.
African realities are known through commonplaces dispensed by the "classic" media or through the points of view of organisations such as MEDEF Africa, CIAN, etc., which are very much oriented towards the macro-economy, regulatory environment and institutional strategies.
"It is not so easy to find a balanced approach between an "Afro-optimism" often tinged with naivety and an "Afro-pessimism" too often tinged with ignorance.
However, the point on which all the players agree is that the deployment of B2C / B2B solutions is impossible to "copy / paste" from the mature Western models even in an attempt to adapt their globalisation dimension from the example of the development of South East Asia over the last 25 years.
Besides the "business development strategy" aspect, there is a real need to share very specific supply chain and logistics operation models. The Africa chapters will bring this dimension.
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