With a young, urbanizing population, abundant natural resources, and a
growing middle class, Africa seems to have all the ingredients necessary
for huge growth. Nevertheless, a number of multinationals have recently
left the continent, discouraged by widespread corruption, a lack of
infrastructure and ready talent, and an underdeveloped consumer market.
Some innovators, however, have succeeded by building franchises to serve
poorer consumer segments; tapping the vast opportunity represented by
nonconsumption; internalizing risk to build strong, self-sufficient,
low-cost enterprises; and integrating operations to avoid corruption.
The difference, the authors believe, lies in the choice between “push”
and “pull” investment. MNCs seek growth by pushing current products onto
emerging middle-class consumers. They retain some large portion of
their existing cost structure and operating style, and thus set prices
that limit market penetration. The winning strategy diverges from this
approach in almost every respect. When innovators develop products that
people want to pull into their lives, they create markets that serve as a
foundation for sustainable growth and prosperity. [ABSTRACT FROM
AUTHOR]