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Africa: Open for Business: Exploring the dynamic business culture of sub-Saharan Africa from the perspective of Swedish firms
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Globalization, culture, business culture, sub-Saharan Africa, Ubuntu, Swedish firms
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-53642OAI: diva2:938280
Subject / course
Business Administration - Other
Educational program
International Business Programme, 180 credits
Available from: 2016-06-17 Created: 2016-06-16 Last updated: 2016-06-17Bibliographically approved

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