Business in Africa is booming -- but international companies are missing out, says emerging markets expert Nomava Zanazo. Rushing in without knowing their customers, businesses underestimate Africans and make costly assumptions about their diversity, preferences and buying power. Sharing the basics about what companies need to know to succeed on the continent, Zanazo debunks four myths and misunderstandings about Africa and its citizens -- and invites businesses from overseas to share in its wealth ... once they've done their research.

Nomava Zanazo: 4 myths and misunderstandings about doing business in Africa

4 myths and misunderstandings about doing business in Africa

Africans prioritize quality over price, debunking the myth of cheap preferences and highlighting a focus on durability and efficiency.

Africa's diverse, not homogeneous, with over 2,100 languages and varied consumer habits, stressing the need for tailored market approaches.

Africa's 1.3 billion consumers prioritize quality over price, debunking the myth of their preference for cheap products.