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Should Multinationals Invest in Africa?

John A. Quelch and James E. Austin
Reprint 3438; Spring 1993, Vol. 34, No. 3, pp. 107–119

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Are there opportunities for MNCs in Africa? These authors suggest that multinationals move with caution, but for the firms willing to make serious, long-term commitments, the rewards are there. They provide some practical suggestions for marketing and structuring an African operation.

     
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