Business in sub-Saharan Africa : A study on how MNCs can compete successfully in sub-­‐Saharan Africa

Sammanfattning: This study examines how MNCs manage challenges when operating in sub-Saharan Africa (SSA). These are challenges such as uncertain environment because of bureaucracy and corruption and also difficulties to reach consumers because of poor infrastructure, dispersed population and cultural differences. The analysis of our case company ABB suggests that firms operating in SSA need to build long-term relationships, as well as long experience and a brand with well-attached references in order to reach the customer. To deal with the uncertain environment there is a need for being well prepared beforehand and having ability to adapt easily. Also, our study suggests that to be a Swedish MNC could be a competitive advantage in SSA. The role of NGOs is not that big for an established player like ABB, as literature suggests it would be, but will perhaps grow bigger in the future when more companies want to enter the SSA market. We urge researchers to continue the quest of finding new perspectives when it comes to doing business in SSA, as there are still plenty of topics that need to be covered.