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Honestly  you need to fully understand the African continent. Perception of many things (business, culture, religion, …) is really different from Europe, Japan or North America. You need to study the culture in order to determine potential behavior towards your company or business. Africa is growing rapidly and, definitely, changing. The Africa of 30 years ago is not the same as the one of today. Go out there and explore the business opportunities. You won’t regret it.

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