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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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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.

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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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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Book to read: Hjælp! Jeg skal til Afrika/Kim Rasmussen

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Thank you