Research projects
The Think Tank Doing Business in Africa is currently conducting several applied research projects on business in Africa. The researchers primarily pursue an empirical research approach in which interviews with experts from companies are used to generate data. The DBA team has already published many results and will continue to develop and present new findings over the next years for research and practice of Business in Africa.
Market entry and internationalisation
What factors contribute to the success of German-African business partnerships? How do companies choose their market entry form, e.g. exports or localization? This particular work package has a dual focus: Firstly, it examines the criteria for the selection of African partners, factors for successful bilateral collaboration and the influence of cultural differences. Secondly, it concentrates on companies’ motives for internationalisation and approaches to localised market development in Africa.
Tech hubs and entrepreneurship
While tech and innovation hubs have emerged in many African countries over the past 15 years and are now omnipresent in the continent’s start-up ecosystem, there has been insufficient research into many key questions surrounding these hubs. One significant area of inquiry is the extent to which tech hubs in Africa make a real contribution to promoting entrepreneurship and how they can encourage entrepreneurship amongst marginalised groups. In addition, the DBA team examines various issues relating to entrepreneurship, entrepreneurs and the ecosystem.
New technologies and business models
New technologies are drivers of business, also in Africa. They can mitigate business challenges and be the source of new, innovative business model. The research examines operational value chain activities and strategic considerations with regard to the use of new technologies. How can new technologies simplify business activities in order to better cope with challenging business conditions? What potential do new technologies have for the development of new business models in Africa?
Go2Market and sales
Business research on Africa often lacks practice-oriented analyses into how companies can transform market opportunities into concrete go-to-market strategies and sales. Amongst the research topics are pricing, promotion, sales channels, distribution, and product adaptation. A comparative approach is taken between African, local companies and (large) international companies to ascertain different approaches by different types of companies. Based on interviews with African and German companies, the think tank’s researchers generate the data for their empirical investigation into the research questions.
Other research topics
In addition to the above-mentioned focal points, other topics complement the research agenda of the DBA team:
- Geopolitics and international business, in particular China’s involvement in Africa and the implications for companies
- Africa’s role for DAX companies
- Skilled workers in Africa
- Bottom-of-the-pyramid business in Africa (Africapitalism)
