Together with the TGB participants MBA students in International Management at ESCP Business School, have attempted to explore and develop a concrete market entry playbook for small and medium businesses in Africa who are keen on exporting their goods/services to newer markets.
This playbook will present an overview of trade in Africa, with a special focus on Ethiopia, and then outline guidelines for assessing the export potential for SMEs. Further to that, this market entry playbook will dive deeper into the key functions of modes of entry, managing logistics and legal mandates for international export, and then highlight some best practices for marketing and branding of products in an international context.
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