Last week, William Attwell, Senior Analyst for Sub-Saharan Africa, wrote an article titled, 3 Things Multinationals Don’t Understand About Africa’s Middle Class, that was featured in the Harvard Business Review. The piece provides an analysis of the Sub-Saharan African consumer opportunity by separating…
Re-defining the consumer class in Sub-Saharan Africa to set more realistic targets
Over the past two years, multinational companies have come under pressure in their Sub-Saharan African (SSA) businesses from falling oil prices and volatile consumer demand. While economic pressures are contributing factors to the challenges MNCs are facing, they are not…