The great miscalculation–and exit–of multinationals in Africa… again
Christensen Institute
APRIL 23, 2024
Deja vu. In 2015, many multinational companies exited Africa. Nestle cut staff across 21 countries and Barclays, Coca-Cola, Cadbury, Eveready, and SABMiller retreated from different African markets they once believed had promise. The allure of Africa, particularly the widely referenced Africa rising narrative, was fading. The reasons the multinationals cited were all too familiar: failing or inexistent infrastructure, smaller than expected consumer market, struggling institutions, and corruption
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