Africa’s economic growth is attracting attention. Companies historically viewed the continent as a distant outpost that did not receive adequate attention, investment, or support. In the new Africa, that way of doing business will no longer work. Companies must actively engage with and commit to the rapidly maturing continent.
Sub-Saharan African nations are achieving impressive improvements in living standards. The Boston Consulting Group’s Sustainable Economic Development Assessment reveals how those gains are being delivered.
Global marketers have ramped up spending in rapidly developing economies, but most have little ability to optimize return on investment there. BCG has identified five practical steps that marketers can take to jump-start their effectiveness.
With marketing budgets under pressure, marketers can boost efficiency and effectiveness by consolidating agency rosters, improving internal processes, and getting the most value from their agency partners.