LAGOS/NAIROBI: Africa presents huge opportunities for FMCG companies as long as they learn from the experience of brand pioneers and follow four key rules, a new research paper from McKinsey has advised.
Saji Abraham and Pooja Rawat, WARC Prize for Innovation, Longlisted, 2013
The hygiene and cleansing brand, Lifebuoy, wanted to address the problem of two diseases afflicting the world's poorest children, namely pneumonia and diarrhoea, which together account for an estimated 2.1 million child deaths every year.
Rosie McLeod, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 21-27
A runner-up finalist entry to the first IJMR Young Research Writer award. In this, the author demonstrates how research can be used to facilitate learning, insight and programme management in an emerging economy through the case study of a Kenyan charity: Sponsored Arts for Education (SAFE).
A strong middle class is emerging across the African continent, with the markets known as the "African lions" - Algeria, Botswana, Egypt, Libya, Mauritius, Morocco, South Africa and Tunisia - having similar growth rates than the BRICs.