Browsing: Africa’s market

VUCA (Volatility, Uncertainty, Complexity and Ambiguity) in Sub-Saharan Africa presents challenges to doing business that are distinct and unique to each market in the region. Such issues as political and economic risk which affect business decisions and hamper business growth in some climes, language barriers and cultural distinctions which affect communication and understanding in trade and currency value disparities all create opportunities for solutions through strategic government relations.  

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Forbes®, in defining the meaning of the acronym, explains that ‘Volatility’ refers to rate of change at a market or global scale. The more volatile the market is, the higher its chances of change. ‘Uncertainty’ deals with the level of confidence with which the future can be predicted. Where the market situation is uncertain, there is greater difficulty to predict and anticipate a market shift. ‘Complexity’, which refers …