The definitive guide to doing business in Africa, packed with fresh insights from McKinsey and exclusive interviews with prominent CEOs.

Harvard Business Review Press, November 2018 | Acha Leke, Mutsa Chironga, Georges Desvaux

For global and Africa-based companies looking to access new growth markets, Africa offers exciting opportunities to build large, profitable businesses. Its population is young, fast-growing, and increasingly urbanized—while rapid technology adoption makes the continent a fertile arena for innovation. But Africa’s business environment remains poorly understood and known to many executives in the West only by its reputation for complexity, conflict, and corruption.

Africa’s Business Revolution: How to Succeed in the World’s Next Big Growth Market (Harvard Business Press, November 2018) provides the inside story on business in Africa and its future growth prospects and helps executives understand and seize the opportunities for building profitable, sustainable enterprises. From senior leaders in McKinsey’s Africa offices and a leading executive on the continent, this book draws on in-depth, proprietary research by the McKinsey Global Institute as well as McKinsey’s extensive experience in advising corporate and government leaders across Africa. Brimming with company case studies and exclusive interviews with 40 of Africa’s most prominent executives and development leaders, this book comes to life with the vibrant stories of those who have navigated the many twists and turns on the road to building successful businesses on the continent.

Combining an unrivaled fact base with expert advice on shaping and executing an Africa growth strategy, this book is required reading for global business executives wanting to expand their existing operations in Africa—and for those seeking a roadmap to access this vast, untapped market for the first time.