Business
Dr. Christine Martey-Ochola’s Journey from Chemist to Business Advocate
How does your identity as an African diaspora woman affect your work as an to adviser to businesses seeking expansion in African markets?
The perception is that Africa is not an easy place to do business, so before I bring in my gender, I first have to bring in the continent. A lot of times we have had issues with businesses considering Africa as a destination. The barrier is not necessarily that I am a woman but that we are talking Africa. I find that the sell for me is in trying to sell Africa as a destination.
There are some people who struggle with an African woman discussing business, especially when discussing investment and significant trade, because that is a field that many businesses are not used to seeing African women playing a role in. However, over the past eight to 10 years, there have been a lot more women in leadership roles in Africa who have actively engaged in business in U.S. and Africa.
I think I see the barrier not so much as an African woman but more around the branding on Africa and the role of the African woman in business.
What key advice do you have for professionals with the desire to work with and in African countries?
Research: Visit the specific country of interest. Find out what Africa wants and determine whether what Africa wants matches what you have to deliver. Doing that fundamental market research is key in setting the stage for whether a company will be successful or not in Africa. You might find that a product will do well in Ethiopia, but completely fail in South Africa.
Engage locally: People who actively engage with local partners who are skilled and knowledgeable in the given business sector tend to (1) get a foothold much faster in their country of entry, (2) have people with a vested interest in seeing the company thrive, and (3) get a good understanding of the potential flux within the market in which they want to establish their business.
Utilize the African diaspora: If entrepreneurs have access to African diaspora who have skill and knowledge in that [business] sector, I encourage them to engage this group of highly skilled individuals. Diaspora typically have deep connections in the country of interest, and can relate to the business ethos of the investing entity yet also understand local business culture. They typically have a strong network within the country of entry, can relate to employees, and usually have a good understanding of the socio-economic and socio-political environment.
Copyright Black Enterprise Magazine 2014
