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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