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Political and Macroeconomic Situation in Sub-Saharan Africa

In: Success in the Bottom of the Pyramid Market in Africa

Author

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  • Philipp von Carlowitz

    (Reutlingen University)

Abstract

Africa consists of 54 very heterogeneous countries from a geographic, ethnographic, economic, religious, and political point of view. Of these, 48 countries are in Sub-Saharan Africa. Many countries are considered to be growth markets. Yet they exhibit political and economic instabilities. Also, the share of the poor population, the Bottom of the Pyramid, is large in nearly all countries, be it in rural or urban areas. Doing business conditions are improving in many countries but from a low base. So business circumstances are difficult and different from developed markets which needs to be reflected in a business approach, especially for the Bottom of the Pyramid segment.

Suggested Citation

  • Philipp von Carlowitz, 2020. "Political and Macroeconomic Situation in Sub-Saharan Africa," SpringerBriefs in Business, in: Success in the Bottom of the Pyramid Market in Africa, chapter 0, pages 49-72, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-030-59068-0_4
    DOI: 10.1007/978-3-030-59068-0_4
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