Introduction

Global business leaders and investors have become ever increasing interested in the vast potential in Africa. With a growing population of more than an estimated 1.3 billion people as of October 2020, millions emerging from poverty and entering the middle class consumer market where spending is expected to hit $4 trillion by the year 2025, no wonder most global companies want a piece of the pie. As much as there are well known deterrents for positioning and scaling products in the African continent such as poor infrastructure and political instability, some brands such as IKEA, Apple, Google, and Mastercard have…