[The American University in Cairo School of Business] Decoding the Ciphers of Doing Business in Sub-Saharan Africa

It is generally accepted that business ventures in Sub-Saharan Africa (SSA) entail higher levels of risk than in developed markets. However, the higher risk could lead to higher returns if the risk is mitigated by following the correct market entry strategy. This requires an appreciation and contextualization of the different market entry strategies and the relevant risk mitigation options specific to SSA.

To address this challenge, AUC School of Business piloted its first Executive MBA (EMBA) online module titled “Doing Business in Sub-Saharan Africa” in partnership with The University of Stellenbosch Business School (USB) from December 10 to 12.

“It was important to capitalize on the online mode of offerings at both Schools and react to this opportunity in an agile way that meets the business needs of our students. Across the globe, business schools are looking for more ways to come out of the pandemic stronger and more resilient and relevant than ever before.” – Sherwat Elwan, director of the MBA programs and associate professor of operations management.

The course was instructed by Martin Butler, associate professor and head of teaching and learning, and Andre Rix associate professor and head of future studies, University of Stellenbosch Business School. The goal of this course was to equip students with an appreciation of the opportunities in, as well as the challenges of, doing business in SSA by creating an understanding of the contextual environment within which companies operate.

“USB ran a version of one of its modules about doing business in Africa for the AUC EMBA program. It turned out to be a great success, and we look forward to doing that again. We also hope to  explore further opportunities for joint content, networking and research that would impact Africa positively.” – Jako Volschenk, head of MBA program and senior lecturer, strategy and sustainability, USB.

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By Nouran Rabie