Ms. Aubrey Hruby
Senior Fellow, Africa Center
Dr. Aleksandra Gadzala
Ms. Linda Oramasionwu
Welcoming Remarks by:
Dr. J. Peter Pham
Vice President for Research and Regional Initiatives
Director, Africa Center
Ms. Bronwyn Bruton
Director of Programs and Studies
Deputy Director, Africa Center
In Capturing the African Consumer Market: Truths, Trends, and Strategies for the Road Ahead, Gadzala argues that there are real economic opportunities associated with Africa’s rising middle class; however, investors often oversimplify and misunderstand a market that remains highly segmented, fluid, and absent of a discernible “middle.” Gadzala unpacks this complexity and in doing so offers effective strategies for American companies to capture the opportunities afforded by Africa’s growth.
Meanwhile, China’s major financial commitments and double digit returns have discouraged American companies from breaking into African markets. In Escaping China’s Shadow: Finding America’s Competitive Edge in Africa, Hruby underscores that the presence of Chinese companies does not preclude American business success, arguing that American companies simply need to be more artful in leveraging the United States’ competitive advantages in unoccupied or less occupied spaces. Hruby outlines these ripe investment opportunities and maps a path to American business success on the continent.
These issue briefs are part of a partnership between the Atlantic Council's Africa Center and the OCP Policy Center and are made possible by generous support from the OCP Foundation.
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This event is open to press and on the record.