Building Business Relationships in West Africa

Course information

Course title

Building Business Relationships in West Africa: An Intercultural Roadmap

Duration of the course

6 hours

Course Content

1. West Africa to date – historical and cultural dynamics which have shaped this region until the present time In this section we will take an overview of West African cultures and societies: their history, religions, languages, beliefs and customs. By the end of this section, you will know how these factors interplay and will be able to read through the complexity of a region made up of 15 countries, hundreds of ethnic groups and local languages.
2. Doom and rise of West Africa today – current socio-economic and cultural factors in doing business in the region “The Middle class, technology, entrepreneurship, women empowerment”: in this section we will explore how these trends shape the business environment in West Africa. Using practical examples to illustrate these macro trends, we will look at the factors that have shifted the narrative from “Africa, the doomed continent” to “Africa rising”.
3. Bridging the Cultural Gap: how cultural dimensions influence business practices In this section, we will look at the cultural challenges faced by foreign companies and people working in or with West Africa and how to overcome them. Hierarchy, time management, negotiation, personal relations will be at the center stage. This section involves case studies and a high level of group participation based on your own interrogations and experiences.
4. Going beyond: West Africa and its place in a globalized world Beyond geographical and cultural boundaries, West Africa is making its mark on global scale. “Nollywood”, the Nigerian Bollywood, immigration and the African diaspora abroad, literature, fashion, cuisine; these are just some of the ways West Africa is shaping its place in the globalized world we live in. This section will provide you with an extended vision of West Africa’s presence in the world as well as a selection of resources (books, events, platforms) that will allow to pursue your intercultural journey beyond this course.

Takeaways

• To develop a balanced vision of West Africa, away from the clichés shared by Western media.
• To learn how to approach West African culture and people through the prism of intercultural concepts and tools.
• To understand West Africa specific cultural dimensions and how they apply in the business and the workplace.

Training methods

• Lecture
• In-class exercises/games
• Case studies