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Elnefeidi Group

February 5, 2016

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.

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