Africa: Open for Business: Exploring the dynamic business culture of sub-Saharan Africa from the perspective of Swedish firms
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of the thesis is to investigate the business culture in sub-Saharan Africa by
analyzing how Swedish firms perceive and adapt to the business culture. This multiple
case study has been conducted with a qualitative method and deductive approach by
collecting primary data from five case firms that currently are active in the sub-Saharan
region. The literature review presents the following theories: Hofstede’s Dimensions,
the GLOBE framework, business relationships and adaptation. The conclusions indicate
the differences among the cultures within the sub-Saharan region. This implies that
adaptation is required. Additionally, the conclusions also state the importance of
relationships by signify both the formal and informal aspects of business relationships.
Furthermore, this thesis can be valuable for Swedish firms that have entered, or plan to
enter any of the sub-Saharan markets.
Place, publisher, year, edition, pages
2016. , 68 p.
Globalization, culture, business culture, sub-Saharan Africa, Ubuntu, Swedish firms
IdentifiersURN: urn:nbn:se:lnu:diva-53642OAI: oai:DiVA.org:lnu-53642DiVA: diva2:938280
Subject / course
Business Administration - Other
International Business Programme, 180 credits
Pourmand Hilmersson, Firouze