Family businesses play a critical role internationally and in the context of African economies. However, due to a lack of reliable data their significance and contributions are not fully appreciated or understood. One thing is clear, however—family-owned businesses are the backbone of the African economy.
Family businesses play a critical role internationally and in the context of African economies. However, due to a lack of reliable data their significance and contributions are not fully appreciated or understood. One thing is clear, however—family-owned businesses are the backbone of the African economy.
Marketing your family business in a war-torn country might sound like a heavy cross to bear, but for Wafa Elnefeidi, third-generation general manager at Sudan’s Elnefeidi Group, the main challenge stems from gender inequality.
Keeping a business afloat through two rounds of north-south civil war is no easy task. Imagine then the challenges of building out a marketing department in the same environment. Yet at the Elnefeidi Group, one of Sudan’s most prominent family-owned conglomerates, marketing has been a staple for more than 80 years.
