People doing business on an international stage faced unprecedented opportunities and challenges in 2011. 

Yet societies are demonstrating surprising capacities for resilience. Emerging economies are propelling an uneven global recovery from the Great Recession. Engineers in places like Nairobi, São Paulo and Doha are beginning to build export-worthy technologies.

Only a few years ago, these developments would have been hard to fathom. This is a momentous time for anyone engaged in cross-market projects. It’s only fitting that the year’s top books match the scale of the changes we’re witnessing.

Here’s a year-end roundup of books that define our times and guide practitioners with a global perspective:

Thinking Fast and Slow, by Daniel Kahneman – The most influential social scientist of our time describes the two “systems” that shape our thinking and decision-making: ‘System 1′ is fast, intuitive, and emotional, while ‘System 2′ is slower, more deliberative, and logical. This seminal work reveals insights that have overturned traditional assumptions about metacognition.

“The Next Convergence: The Future of Economic Growth in a Multi-Speed World, by Michael Spence – The Nobel Laureate presents an elegant thesis to account for the current surge among emerging economies and its global impact.

Inside Egypt: The Land of the Pharaohs on the Brink of a Revolution, by John R. Bradley – A rich, beautifully written account of the socio-political dynamics in Egypt by a perceptive and appreciative observer.

Egypt after Mubarak: Liberalism, Islam, and Democracy in the Arab World, by Bruce Rutherford – A timely and incisive look at the complex political, economic and cultural forces shaping Egypt today.

The Party: The Secret World of China’s Communist Rulers, by Richard McGregor – An illuminating, inside look at past, present and future leaders of China’s impenetrable Politburo.

The Origins of Political Order, by Francis Fukuyama – This much-anticipated book by one of our most insightful and, at times, controversial political theorists was worth the wait. In the first of three projected volumes, Fukuyama describes the ways by which ideas have shaped political order.

The Price of Civilization, by Jeffrey Sachs – The outspoken Columbia University economist believes that the decline of American civic virtue is at hand. His poses what seems like an obvious question: Why has taxation become demonized? According to Sachs, taxes are the price we pay for civilization.

The Future of Power, by Joseph S. Nye – What are the forces and mechanisms shaping global power and how is society being affected by it?  Nye explores these questions and asserts that the U.S. and China have much to gain by deepening their cooperation.

Adapt: Why Success Always Starts with Failure, by Tim Harford (reviewed here) – The clever British economist demonstrates how effective trial-and-error leads to better results. In our world of complexity and unpredictability, learning from failure is imperative.

Civilization: The West and the Rest, by Niall Ferguson – The economist-provocateur explores a central question: “Why, beginning around 1500, did a few small polities on the western end of the Eurasian landmass come to dominate the rest of the world?” He posits that the West had six “killer apps”.

Monsoon*, by Robert Kaplan – A mind-bending journey across regions of the Indian Ocean which are growing in geostrategic importance as American power shifts gears. Ahmed Rashid aptly describes Kaplan as “a landscape artist who covers the world with extraordinary perception and insight”.

Emerging Africa–How 17 Countries are Leading the Way*, by Steven Radelet. The author, an economist, identifies the reasons for superior economic performance in some African countries. He concludes that the chief driver of economic development is an “interplay between economic reform and political change”.

The Dragon’s Gift – The Real Story of China in Africa*, by Deborah Brautigam – Brautigam debunks the standard myths about China’s aspirations and roles in Africa. It’s an indispensable read for anyone doing business on the continent.

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Endnotes:

* Denotes books published in 2010. (All others were published in 2011.)

Addendum:

Daniel Kahneman fans will likely appreciate his conversation with David Brooks at CUNY: video clip.

Another Kahneman resource is Michael Lewis’ Vanity Fair piece, “The King of Human Error”. Lewis writes:  “[Thinking, Fast and Slow] is wonderful, of course. To anyone with the slightest interest in the workings of his own mind, [the book]  is so rich and fascinating that any summary would seem absurd.”

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The West and the Rest

This is a tale of two economies with interlocking features. One has excess supply; the other has gnawing demand. In the West, economic growth is slowed while emerging markets are busting at the seams. An explosion in the number of urban, middle class consumers and related factors is powering growth in emerging markets.

The World Bank estimates that, on average, emerging nations will grow by 4.7 percent – double that of developed countries — through 2025. That growth isn’t only evident in the so-called BRIC nations, but in Turkey, Indonesia, South Korea, and across the developing world. Some of the fast growing regions are in Sub-Saharan Africa.

In fact, growth in emerging markets would be even greater if it weren’t constrained by a lack of capital, infrastructure and technological capacity. Western companies have the resources and expertise to help bridge many of these gaps.

This is a propitious time for Western firms with a global agenda to enter emerging markets. They can tap these markets by creating new business models, innovative services, and value-added plays by leveraging their IT capability. Here are points that Western businesses ought to consider if emerging markets are on their agenda.

Ready or Not? 

It’s interesting to work with Western companies that see opportunities in foreign markets but haven’t yet devised a market entry strategy. My advice for clients considering emerging markets is to focus on the fundamentals of value-creation. My playbook calls for first conducting a market readiness study to measure the potential demand for the product or service and, on that basis, to help plot a sound market entry strategy.

Understanding customers is central to serving any new market. Customers in emerging markets — both B2C and B2B — often have different buying drivers, like less disposable income, than those in developed markets.  It’s smart to visit the region, meet directly with prospective customers, and ask plenty of questions.  It’s important to gain a rich understanding of the market — its economics, demographics and business climate.

Then comes another round of questions — this one for key stakeholders — including: How will demand be generated (by segment)? Who are the competitors and how will they respond? What are the market barriers — regulatory hurdles, corruption, and supply chain gaps? In short, what are the known risks and how can they be overcome?

Soft Landing

For organizations that have completed the discovery exercises, tested assumptions, and are convinced of the merits of serving the target market, I suggest that they explore several market entry scenarios to choose a strategy that fits their situation.

Some companies benefit from acquiring businesses in the target market while others prefer to form alliances with firms that can help them establish a beachhead. Either approach comes with advantages and disadvantages.

Alliance-building is an undervalued competency that can be nurtured. A skilled alliance officer can identify prospective partners, negotiate partnership deals and help keep alliances on track as the business evolves.

The ‘Ecosystem’

After establishing its beachhead, the market entrant should build a network of diverse, local suppliers. This local ‘ecosystem’ can be leveraged to support many of the company’s critical market penetration activities.

On a related note, I think it’s smart to use local talent and develop local skills wherever possible. That’s an effective way to demonstrate a longer-term commitment to the community. The high caliber of talent that I’ve encountered in emerging markets has been inspiring.

Western companies with a global agenda ought to evaluate whether serving emerging markets makes sense for their business. If so, there are benefits to seizing the opportunity before the inevitable onslaught of competitors joins the fray.

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As always, I’d appreciate your feedback.

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TALE OF TWO ECONOMIES – ENDNOTES.

Thanks, Alexandre Giesbrecht, for the image.

The section title ‘The West and the Rest’ refers to Fareed Zakaria’s “rise of the rest” thesis in The Post-American World (’08) (updated in ’11).

Despite it’s popularity, I don’t care for the term ‘BRIC’ because it includes oil-based Russia with the more diversified economies of Brazil, India and China.

Seven of the 10 fastest-growing nations over the next five years are in the Sub-Sahara, as charted in this Economist piece (1/11).

More on this subject:

In their 2010 book, Winning in Emerging Markets, Tarun Khanna and Krishna Palepu offer their framework for evaluating and entering emerging markets.

The International Finance Corporation (IFC) provides their annual Doing Business reports ranking countries by regulatory barriers. Year-to-year changes suggest regulatory reform trends. This is Doing Business 2012. 

The World Bank’s report, Global Development Horizons 2011—Multipolarity: The New Global Economy shows that emerging markets will drive global economic growth through 2025.

Related: Strategy +Business piece, Competing for the Global Middle Class (8/11)

Addenda:

The World Economic Forum’s Competitiveness Index (2011-2012)

HBR piece, New Business Models in Emerging Markets (1-2/11), i.e. targeting the middle market opportunities

McKinsey Global Institute (MGI) publications on the subject of economic integration

KPMG’s High Growth Magazine

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The Middle East (1997) – Author Bernard Lewis is the senior dean of Middle East scholars. He’s a gifted storyteller with unparalleled subject mastery – a rare combination. Lewis makes clear sense out of complexity. This engaging primer is the gold standard of books on the region.

A Peace to End All Peace – The Fall of the Ottoman Empire and Creation of the Modern Middle East (2001) – David Fromkin toiled for ten years to describe the birth of the region’s nation states. This is the story of how the Western powers carved up the Middle East with little regard for the consequences. It’s required reading for anyone interested in understanding the forces that shape the region today.

The Modern Middle East: A Political History since the First World War (2nd Edition) (2011) – This primer by Mehren Kamrava provides a sound historical context for the events of today’s Arab Spring. Kamrava updated the book in the 2nd edition, published earlier this year.  It’s recommended for anyone wanting to fill the gaps in their understanding of the region.

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Turning the page…

Another interesting year is rapidly winding down. This year, I had the chance to work with many gifted business and tech leaders, but it was particularly satisfying collaborating with innovators in developing regions — the Sub-Sahara, the Middle East and South Asia.

It’s time for Western multinational companies — especially those in the customer-facing sectors — to enter developing markets where consumer-led growth is robust but capital and resources are in short supply.

Many Westerners have misconceptions about working in emerging markets. For example, they assume that the transfer of knowledge flows only in one direction — from us to them. But our clients in developing regions bring a keen understanding of their markets and what’s needed to elevate their businesses. We typically learn as much from them as they do from us.

Innovation Hothouses

Some of the most interesting business and technology breakthroughs are now coming from developing markets which have become hothouses of disruptive innovation. Behold the $2,500 car, the $25 business hotel room and the $25 mobile handset that provides service for just 2.5 cents a minute.

Developing innovators are finding novel ways for using mobile phones to perform vital functions like transferring money, paying bills, monitoring elections, diagnosing and treating illnesses, and buying and selling food. Each of these breakthroughs was created by inventive, driven entrepreneurs and engineers to improve the lives of consumers in their markets.

Those who aspire to work with innovators in developing regions must recognize the unique challenges that they face.  While conditions are generally improving, operators are often grappling with government red tape, dodgy distribution networks and difficulty securing credit. They demonstrate in quotidian ways how to overcome the kinds of constraints that would crush many Western enterprises.

Price of Admission

To contribute to and benefit from opportunities in emerging regions demands the wise use of capital, talent and resources. Understanding the market and culture are essential. Patience and perseverance are crucial.

Working in these markets also obliges us to give a portion of our time and resources to lend a helping hand where it’s needed the most. Whether that means donating digital equipment to bridge information gaps or mentoring a new generation of leaders, each of us can have a lasting impact.

Serving developing markets isn’t for everyone. For those who are fiercely determined to make a meaningful contribution on a global stage, the rewards outweigh the inconveniences.

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Want more?

I suggest a book, Winning in Emerging Markets, by two Harvard professors, Tarun Khanna and Krishna Palepu. They write, “Companies with ambitious emerging market growth strategies have no choice but to engage deeply with these economies – but the complex nature of these markets has made success elusive.”

Also have a look at McKinsey On Africa — a continent on the move, a “box-set” of essays and interviews about the opportunities and challenges in Africa.

In prior posts I’ve looked at how mobile phones are being used in emerging markets including in this tribute to Professor C. K. Prahalad who died earlier this year. His sage advice resonates. “Focus on becoming part of global citizenry. In exchange for the opportunity to participate everywhere/anywhere in the world you have the obligation to do something productive, which will improve the world.”

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Out of the East

Asia’s growing influence in Africa is receiving worldwide attention. China’s investment in Africa will top $100 billion dollars this year making it the continent’s biggest trading partner. There are 800 Chinese companies with over 4 million Chinese people living and working there. China’s impact on Africa, as author Richard Dowden observed, is the biggest economic shift of the twenty-first century.

Now, the story of Asia’s push into Africa is being revised to highlight players from India. In June, Bharti Airtel, India’s largest mobile carrier – the 5^th largest telecom in the world – bought Kuwait-based Zain’s operations in 16 African countries for $10.7 billion in cash.

Bharti has been eager to grab a piece of Africa’s growing mobile market for some time. In 2009, it tried to buy MTN, Africa’s largest carrier, but the deal failed due to regulatory roadblocks. Undeterred, Bharti pivoted quickly setting its sights on Zain.  By June, Bharti bagged its African trophy, though some analysts thought it paid too much for Zain’s assets.

The Bharti Recipe

Bharti didn’t waste any time plotting its next moves. By September, the carrier had chosen IBM, a partner since 2004, to run its network and IT for its 2G and 3G services in a 10-year deal worth over $1.7 billion.  IBM will manage the company’s data centers, servers and desktop operations.

This week, Bharti announced its selection of two Indian outsourcing specialists, Tech Mahindra and Spanco, to run its back office and customer care operations in Africa.

With its coalition of outsourcing partners in place, Bharti aims to streamline its sub-Saharan operation and cut costs to service Africa’s low-income markets. The carrier hopes to grow its 36 million subscriber base to over 100 million by 2012.

That’s an ambitious plan considering that Bharti will only control the product development, brand management and marketing portions of its business. Bharti thinks that these are the only functions essential to differentiating its offerings.

Multinational carriers have been relying on “managed services” companies that specialize in providing technology and customer care. Bharti pioneered and refined the managed services strategy in India for nearly a decade. Their model is considered an industry prototype.

The African Factor

Bharti’s gambit in Africa is unique in several critical ways: Africa is Bharti’s first market beyond the Indian sub-continent. The African market is both large and amazingly diverse. The sheer scale and complexity of their African foray is raising a critical question among industry analysts: Can a company, even one as disciplined as Bharti, get its arms around such a diverse amalgam of people, cultures and processes?

Jai Menon, group director of IT at Bharti thinks it can. He told the Economic Times of India: “The system was built in India and did operate in geographies where the diversity is huge — be it culture, language, devices and affordability. It will be the same across Africa. This system will address the entire pyramid, and not just the top or bottom of the pyramid.”

It will be interesting to watch Bharti choreograph its operations while launching its brand across Africa’s disparate social, economic and political cultures.They’ve begun by hiring African personnel from other carriers to assume key roles. Bharti will need to recruit more African talent to build a business culture that can realize the company’s aspirations.

Bharti brings to Africa an uncanny knack for squeezing out costs. India has been a hothouse for cultivating their scalable, ultra low-cost model.  If we’ve learned anything, it’s that Africa will likely present new and unexpected challenges.  In any case, Indian companies, led by Bharti Airtel, are emerging as major players in Africa.

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As always, I’d appreciate your perspective.

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Want more info?

The Economic Times of India’s (Oct 26)  piece : “Bharti splits $500 mn Africa deal among IBM, Tech Mahindra and Spanco”.

Bharti Airtel & IBM described their plan for Africa in joint video press release .

Want more context?

Richard Dowden’s quote in the post’s opening paragraph is from his ’08 book, Africa – Altered States, Ordinary Miracles.  His section (Ch 17) “Asia in Africa – new colonists or old friends?” sketches Asia’s  long  history in Africa. He writes, “India is following China’s path. Though its rise is less dramatic.  In a few years time maybe every reference to China in this chapter would be followed by ‘ and India’.”

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The World Comes to Africa

As the World Cup gets underway this week in South Africa—the first ever to be held on the African continent—the world media is turning its attention there.

Typically, coverage of Africa by the international media is limited to stories about intractable problems—disease, war, famine, and corruption. Many of the World Cup stories are taking a similar tact. Stories about the South Africa’s five new stadiums underscore the nation’s mounting debt while other pieces highlight its security concerns.

A lot of the coverage reflects the world media’s skewed view of Africa as a monolithic place that’s plagued with tragedy. Severe challenges do exist, but many African societies are quietly building their institutions and infrastructures.  It’s time the outside world views Africa through a broader, more accurate lens.

Scale and Diversity

Africa is a vast and diverse continent where triumph and despair co-exist with everything in between.  It’s the “in-between” that tends to be overlooked in coverage about Africa.

Outsiders tends to underestimate Africa’s scale. As writer John Reader points out, the U.S., China, India, and New Zealand, together with most of Europe, could all fit within Africa’s coastline. This enormous continent contains almost a quarter of the world’s land mass.

The continent is amazingly diverse. The continent’s billion people inhabit 53 countries and speak over two thousand languages arguably making it the world’s most diverse region.  Africa’s diversity extends to its topography, climate, and culture.

Despite its remarkable diversity, most outsiders tend to picture Africa as a homogeneous region instead of as a melange of distinctive ethnic groups and cultures that influence everything from art and music to social structures.

Author Richard Dowden observes, “Every time you say ‘Africa is…’ the words crumble and break.  Every generalization must exclude at least five countries. And just as you have nailed down a certainty, a defining characteristic, you find the opposite is true.”  Stark contrasts and rich diversity are Africa’s defining features.

Failed States and Model Nations

One need only look at Africa’s recent history to get a sense of its diversity. During the last decade, the Democratic Republic of the Congo (DRC) was ravaged by an incomprehensibly violent civil war where millions perished. Somalia maintained its role as one of the world’s most lawless and dangerous states. Zimbabwe, endowed with abundant natural resources became known for its delusional ruler, Robert Mugabe, who decimated his nation’s economy. It’s understandable that such dire cases grabbed the headlines and shaped the world’s perception of Africa.

But during the same period, Botswana, Seychelles, Mauritius and, to a lesser extent, Senegal, Zambia, and Namibia encouraged private investment, grew their economies, and improved their living standards.  Kenya focused on building its tech sector and similar initiatives were launched in Ghana and Tanzania.  Oil-rich Nigeria took steps to reform its institutions and diversify its economy.

In light of Africa’s stark contrasts and rich diversity, it’s fitting that the World Cup is hosted by South Africa, a nation where eleven languages are recognized as official and many more are spoken.  South Africa has the continent’s largest and most diversified economy, but it faces serious challenges including steep unemployment and the world’s highest HIV/AIDS rates.  Here, too, great promise and opportunity co-exist with poverty and despair.

I’ve been traveling to Africa since the mid-80′s and whenever I think I’ve found an explanation for why things are the way they are, I’m proven wrong.  There’s always an exception. Diversity rules in Africa.

I’ll be watching the World Cup matches and rooting for the six African teams who qualified. They’re all underdogs, but I’ve learned never to count Africa out.

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Post-script:  It was a treat to experience the World Cup from Accra, Ghana. The country’s Black Stars team beat the USA to make it to the quarter finals.  Here are images from that trip.

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What do you think? As always, I’d appreciate your perspective.

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Distinguished scholar and visionary

The distinguished business scholar, C. K. Prahalad, died unexpectedly last week of a lung ailment at the age of 69. His contributions to the pursuit of business strategy and innovation are unparalleled.  He’s had an enormous influence on my work and that of my peers.

Dr. Prahalad was more than a celebrated management guru, he was a visionary.  He redefined the way that a growing number of global businesses deal with developing markets, and he helped to shape a new economic paradigm.

The Indian-born Prahalad received his doctorate from Harvard and taught at the University of Michigan’s Ross School of Business, but he never strayed far from contemplating the social and economic issues that affected his native India.

A recurring theme in his work concerned the centrality of the customer in today’s global, interconnected marketplace. He urged business leaders to “co-create” or develop products in tandem with their customers.

During the much of his career, his focus was on corporate strategy at multinational enterprises. Among his  notable works were “The Core Competence of the Corporation” (Harvard Business Review, May-June, 1990), and a 1994 book,  Competing for the Future, both of which which he co-wrote with Gary Hamel.

The Bottom of the Pyramid

However, C. K. Prahalad is best known for his 2004 book, The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits.  In that work, he argued that businesses stand to reap benefits from serving the world’s poorest people or those at “Bottom of the Pyramid” (BoP) who live on $2 or less per day and who comprise a majority of the world’s population.

“Four billion poor can be the engine of the next round of global trade and prosperity,” he wrote.  “If we stop thinking of the poor as victims or as a burden and start recognizing them as resilient and creative entrepreneurs and value-conscious consumers, a whole new world of opportunity will open up.”

His view of serving consumers in emerging markets, or “inclusive capitalism”, was eye-opening for many business leaders who had long ignored the needs of the poor and, in so doing, missed important opportunities.

Accessible and affordable products

Dr. Prahalad identified several obstacles in serving BoP consumers. For example, he observed that poor consumers typically have unpredictable income streams and they subsist on daily wages. They tend to buy only when they have money on hand, and only what they need that day.

Accordingly, he pointed out that single-serve packaging, for items like shampoo, condiments, tea and coffee, and aspirin, is well suited to this population, noting that a single-serve revolution is sweeping BoP markets.

In order to make products accessible and affordable for BoP consumers, Dr. Prahalad challenged business leaders to re-think traditional value chains by determining which components can be outsourced and which need to be “centralized” to minimize costs while maintaining quality.

Dr. Prahalad also recognized that emerging markets are “laboratories” for innovation.  He argued that reverse or “trickle up” innovation — goods and services made in and for developing markets — can transform industries in developed markets.

Examples  of “trickle-up” innovations include micro-lending, mobile-banking (“M-banking”), low-cost mobile phones, low cost hotels, and even car manufacturing where Tata Motors’ Nano – a car made for Indian consumers that sells for $2,000 USD – is slated to be sold in developed markets.

Lessons learned

Western businesses have only begun serving BoP markets, but a growing number of us are learning from consumers and entrepreneurs in developing markets about how to restructure our own business models.  The lessons we’re learning about lean manufacturing and virtual distribution chains from BoP markets are already transforming global markets.

The most profound change that we in the West have in serving BoP consumers is one of attitude. As we drop our assumptions and learn to better understand the needs of low income consumers, we’ll be able to tap the full measure of opportunities that Dr. Prahalad envisaged.

C.K. Prahalad spoke poignantly about how much the developed world can gain from serving and ultimately raising the living standards of people at the base of the Pyramid. He’s inspired my colleagues and me to see both developing markets and consumers through sharper, more accurate lenses, and we owe him an inestimable debt of gratitude.  He’ll be sorely missed.

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As always I’d appreciate your perspective.

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Want more information about Dr. Prahalad? Here is the Times Of India’s eulogy.

This is an ’07 video clip featuring his discussion of  “the good and not-so-good” news about globalization’s impact on the Bottom of the Pyramid.

This video features an interview with Dr. Prahalad via Thinkers50 which named him “the most influential business thinker in the world” in 2009.  Here is his keynote address to the Acumen Fund Fellows Class of 2009.

I  recommend Dr. Prahalad’s ’08 book, New Age of Innovation, co-written with M. S. Krishnan.

Finally, here are assorted posts on this blog referring to Dr. Prahalad and emerging markets opportunities and issues.

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Evening at Cape Point on the tip of South Africa

While the business world is preoccupied with the global economic recovery, a mobile revolution is quietly reshaping the marketplace in the developing world. In Africa, mobile phones are providing access to communications for millions of people who’ve never had fixed communications let alone cell phones. I’ve written before about the impact that such ‘leapfrogging’ is having on African business.  Now, we’re beginning to see exciting and substantial commercial projects taking shape, particularly in the service sector.

By the numbers

To call this a ‘revolution’ is hardly hyperbole. Consider the scale of mobile industry’s growth in Africa. According to a recent report by the International Telecommunications Union, the number of mobile subscribers skyrocketed from 5% of Africa’s population in 2003 to over 30% by the end of 2008.  Today, some 400 million Africans have mobile phones — that’s 100 million more than in North America.

Since only a third of Africa’s billion people have handsets, there’s plenty of room for more growth ahead. But, the interesting story, I think, is how the mobile phone is already remodeling African economies and creating promising, new opportunities for businesses and individuals in the region.

Mobile phones are enabling rural and low income people to join the economy while creating a stable infrastructure for businesses and emerging consumer markets.  Mobile communications are making it possible for new services to develop and thrive.

At the junction of mobile and web

Africa’s mobile subscribers are using handsets to access services that consumers in developed markets typically get from the fixed internet. The junction of mobile and web is a green field for inventive engineers and entrepreneurs.

New, innovative mobile applications are being developed in sectors ranging from banking, agriculture and fishing, medical, education, to government and non-profits.  It seems that every week, we read about a novel way that mobile technology is being used to meet the consumer needs.

M-banking, as mobile-banking is known, is arguably Africa’s most successful mobile-enabled service sector so far. Last year, m-banking initiatives were launched in almost every country across the continent. As banks and mobile operators join forces to deliver m-banking programs, Visa and MasterCard are watching the sector closely hoping to ‘leapfrog’ into markets where no viable payment infrastructure currently exists.

Kenya’s Safaricom was one of the first mobile operators anywhere to roll out an m-banking program, M-Pesa. Originally it was used solely for money transfer but Kenyans are increasingly using M-Pesa to pay their utility bills.

Taking this a step further, m-banking is enabling another layer of services — known as ‘m-commerce’ — where goods and services can be bought, sold or traded. In remote regions where the fixed-line communications are thin or non-existent, m-commerce can enable buyers and sellers of goods and services to find each other.

What’s next?

As new land-based and submarine cable deployments slated for later this year make 3G widely available in many parts of Africa, we’re likely to see m-commerce grow which should mean more investment by the business community and, ultimately, more jobs for Africans and improvements in their quality of life.

Africa’s mobile revolution is bringing as many challenges as opportunities. Governments on the continent must keep pace with dynamic mobile economy by taking courageous steps to encourage outside business investments.   African governments must develop templates for working collaboratively with businesses to enable their citizens to enjoy the benefits of the mobile revolution.

One thing is clear: there’s no stopping the growth of the mobile industry in developing markets, especially in Africa. The mobile phone is helping to put the continent on a path toward greater economic sustainability.  I find it utterly fascinating to see how innovative businesses and imaginative people are harnessing the power of connectivity in Africa.

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As always, I’d love to know your perspective.

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Want more info?  Here’s an October ’09 piece in the Guardian, “Africa Calling…” and a New York Times article from the same period.

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One of the more satisfying experiences at year’s end is reaching out to clients, partners and colleagues to thank them for their business and their stalwart support.  It’s even sweeter this time while reflecting on an entire decade going back to the early days of my business.

We come from different cultures and work backgrounds, but what binds us together is an abiding interest in bringing value to our customers, and clearing the hurdles that come with that mandate.  My mission has been to gain a deeper understanding of  what customers need and designing solutions for delivering it. My commitment to that mission is stronger than ever.

I can’t say for sure what’s next in business trends — no one can — and I’m not offering my top ten predictions. But, if past is prologue, we’ll need to be more imaginative, collaborative, and courageous than ever.  We can and we will, because we must.

Every project offers a fresh opportunity to do something that’s never been done before, and there’s nothing more thrilling that that.  I’m excited about new projects on the horizon waiting to be cracked.

Looking back, trips to developing regions like the sub-Sahara are reminders that we who are fortunate to be doing what we enjoy must recognize the steeper challenges faced by others. We’re obliged to devote a fair portion of our time and resources to reducing the suffering of others.

So, there’s much to be done.  Let’s get on with it…

I wish you a Healthy and Prosperous New Year!

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Nearly every day, I work with colleagues who are eight or more time zones away. I’ve been doing this, with few interruptions, since the ‘80s. Back then, “geographically distributed” projects were run only by multinational corporations.  Times have changed.

Global markets have become more interdependent, and collaboration across borders is now commonplace, even at smaller companies.  Businesses know that they have to team up with companies in other regions to compete in the global “value creation” race*.

But a lot of companies struggle with this. In a June, 2009 survey by TMA World, 82% of respondents rated the performance of their company’s “global, virtual” teams as either ‘moderate’ or ‘poor’.  Yet nearly all of those surveyed said that global teams were ‘very important’ to their organizations.

The reason for this disconnect is that going global is a relatively new undertaking for lots of businesses. Many organizations simply haven’t “re-calibrated” for a global marketplace, and they don’t have all the pieces to support a successful global strategy.

“Expert” Advice?

There’s no shortage of advice from experts on how to improve cross-cultural business performance. Their recommendations — depending on what they’re selling — range from adopting more robust collaborative tools to receiving cross-cultural training.  Smart tools and interventions do have their place, but the missing piece at a lot of organizations is experienced talent, particularly at the leadership level.

Organizations interested in thriving on a global stage need leaders with high-level experience in regions where they’re operating, or at least in culturally similar markets.  This is particularly true for companies working in developing regions where business conditions are undergoing rapid change.

The Virtues of Seasoned Leaders

Leaders with relevant international business experience can bring dexterity to handling cultural differences in communications styles, approaches to completing tasks, and ways of handling conflict which can become magnified over the life of a project.

At a tactical (project) level, seasoned leaders with strong relational skills can recognize whether a breakdown in a project stems from a misunderstanding due to cross-cultural differences or from another source.  Seasoned leaders can take proactive steps to help their team to avoid the risks of cross-cultural misunderstanding.

In addition to interpersonal skills they’ve acquired, seasoned leaders can provide context to projects in developing regions where laws, commercial practices, and attitudes toward business are in flux.

Seasoned leaders can bring a rich perspective to multinational projects. Most of us who enjoy working in other markets are deeply interested in these regions. We become intimate with each country — its landscape, history, and politics. We devour every obscure book and report for the sheer joy of learning more, and we’re energized by putting the knowledge to practical use.

Lasting Value

Internationally-seasoned leaders can steer a steady course over the inevitable bumps and around the unexpected curves of cross-cultural projects.  The positive impact can extend across the organization long after the project or campaign has ended. They can help to shape their organization’s culture by passing on their knowledge to the next generation of leaders.

Courses in cross-cultural relations can inform your workers about handling cultural differences. But, there’s no substitute for having leaders who’ve managed high-level assignments in relevant foreign markets. My advice is this: Be sure to add international seasoning to the mix.

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As always, I’d love to hear your views.  What opportunities and challenges do you see in the global economy, and how do they affect you?

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* In their ’08 book, The New Age of Innovation, C.K. Prahalad and M.S. Krishnan use the term R = G (Resources = Global) to describe collaboration across cultures as an imperative: “All firms will access resources from a wide variety of other big and small firms—a global ecosystem”. (I discussed the book here.)

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Want more info on this subject? Here are some recommendations from broad to narrow in focus:

I’d previously recommended Fareed Zakaria’s book, The Post-American World (W.W. Norton & Co., ’08) which makes a compelling case for the rise of developing countries in an increasingly interconnected economy.

Parag Khanna’s book, The Second World: Empires and Influence in the New Global Order (Random House, 2008), makes a compelling case for understanding the world from the standpoint of Second World countries. I reviewed Khanna’s book  here.

For a variety of books about doing business in cross-cultural settings, check out the resources at Intercultural Press.

INSEAD professor Horacio Falcao discusses how to avoid the pitfalls of cross-cultural negotiations featuring this short video on the subject.  (When do we underestimate vs. overestimate the impact of cross-cultural differences?)

Related post: International Rules of Engagement, April, 15, 2009, and various posts on Emerging Markets topics.

What resources would you recommend?

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Over the last few weeks, my colleagues and I presented value propositions to separate audiences in Europe, Africa and the Middle East. Clients in each of these markets face unique challenges and opportunities to be sure. Our offerings addressed their different needs, but our approach is fundamentally the same everywhere.

Our work consists of three steps:

1)      Develop a better understanding of customer needs by getting closer to customers and engaging them wherever possible,

2)      Use customer insights to continually improve offerings,

3)      Deliver a customer experience that’s better than the rest.

The good news is that these steps apply to clients everywhere, despite cultural variations. The not-so-good news is that succeeding with these steps is almost impossible unless there is substantial buy-in at the highest level in an organization.

We’ve learned that it doesn’t pay to work with companies that aren’t “customer-centric,” no matter how attractive the opportunity appears on paper.

Let me restate the lesson. If the person or team that sets the tone for the organization doesn’t see the inherent value of improving the customer experience, there is little that our interventions can do to move the performance needle.

Putting it another way: the organization’s “champions” must know, at the time that we’re presenting our value proposition, that it pays to improve their customer experience.

This is our “smell test”.  And, it’s crucial to run this test early in the conversation with a client—the earlier, the better. When we encounter a prospect who doesn’t pass the test, the smartest move is to politely step away from the table.

The  opportunity costs of  choosing inappropriate assignments can sink a company.  Our organization thrives when we concentrate on assignments that improve the way our clients relate to their customers.

Let me be clear. We’re not looking to avoid tackling difficult problems. Working though vexing challenges keep us sharp;  they give us the confidence to set our sights higher.  Looking back, partnering with the “right clients” to solve daunting challenges have been our most satisfying and beneficial assignments.

Who are the “right clients”?

For us, the “right clients” – whether they’re in Baltimore, Brisbane or Berlin – know they’re in the business of serving people.  Whether they’re airlines or retailers, they know that winning the hearts and minds of their customers is the true test of a market leader.

Once we recognize that a client accepts this principle, our mission is clear: help them out-perform the competition.

That’s what we do.

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As always, I’d love know what you think.  How does your company choose which opportunities to pursue and which ones to avoid?  Have you made exceptions to your selection criteria?  If so, how did that work?

Related:

Want to know more about Opportunity Costs?  www.investorwords.com offers this definition:

“The cost of passing up the next best choice when making a decision. For example, if an asset such as capital is used for one purpose, the opportunity cost is the value of the next best purpose the asset could have been used for.

Opportunity cost analysis is an important part of a company’s decision-making processes, but is not treated as an actual cost in any financial statement.”

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Paris Urban Pattern

I’ve recently noticed a subtle but perceptible attitude shift among Americans working in foreign markets. My overseas colleagues are noticing, too. American business people, they say, are displaying more thoughtfulness than usual. U.S. companies operating overseas seem less inclined to approach global business as though its epicenter is in New York or Palo Alto.

It’s too soon to call this a new Zeitgeist, but change is in the air. The global economic crisis, which has its roots in the U.S., may be partially responsible. I think the new vibe is also influenced by Washington’s new tone in its approach to global  affairs.  As an American doing business abroad, this is promising.

Historically, many American firms have approached business from a decidedly ethnocentric perspective–more so than many of our European rivals.  U.S. companies have missed opportunities as a result.

Things seem to be moving in a better direction now.

More Americans are coming to terms with the fact that global power is shifting away from America. It’s not that the U.S. is declining. Instead, other nations are rising. The U.S. is still a hothouse for science and technological innovation, but emerging markets are coming into their own.

We now find ourselves in a multi-polar world–one that Fareed Zakaria describes as the “Rise of the Rest“.  It’s a world where more people in other markets are well-informed and better-skilled than ever before. This is true in markets where living standards are considerably lower than ours.  The pool of business and technology talent in emerging markets is growing deeper every day. In my view, this isn’t a problem. It’s a golden opportunity, but one for which we have to prepare.

Globalization has created more homogeneous markets, but there are marked differences in the pace, etiquette and style of conducting business. These differences are more pronounced in emerging regions.  In any case, it’s immensely helpful to learn about the customs, behaviors and culture of markets where we’re doing business.  It starts by taking a considerate view of other cultures and appreciating what makes them unique. The most obvious benefit to this approach is that it helps build more durable business relationships and friendships.

How can greater respect and appreciation be demonstrated for colleagues in foreign markets?

I suggest five practices that we can undertake to improve the way we engage clients and colleagues in other cultures.  More enlightened business people working in foreign markets–including Americans–already use these practices:

1) Learn the language. At least learn enough to greet your clients but, ideally, strive for more. If your linguistic skills aren’t strong, at least how to how to greet, thank and toast your host in their native language. Go beyond merely learning “please” and “thank you”. Work on your pronunciation. Ideally, take language courses, download language lessons or–and this is my preference–hire a native-speaking tutor.

English is the language of global business, and it’s likely that your clients speak English. But, recognize that it’s often their second or third language. Never assume they understand your meaning.  Avoid slang or jargon. In any case, I suggest following up formal discussions with written summaries using direct, simple terms to recap key points.

2) Broaden the lens. Get as much contextual background information about the local culture as possible. It’s not only enriching, it helps you see your client’s challenges from their perspective. When I’m studying a new market, I gather market research as dictated by the project. But, I also try to learn about the region’s history and current affairs. I read as much as possible and talk to as many people from the region as I can before stepping foot in the market.

Learn about your client’s business culture, management practices and technology, but also get a feel for the “market context”. What’s the local business climate like? For example, many governments have recently privatized and deregulated  industries resulting in greater competition. Will such reforms continue in light of the economic downturn and, if so, how will they affect the problems you’re helping clients solve?

3) Be flexible. When booking client conferences, I observe their schedule. That means early morning, sometimes pre-dawn, conversations with clients who are 10 or more hours ahead of me. The upside is appreciative clients. (The downside, of course, is sleep deprivation.) It also means conferences on weekends with Middle Eastern clients whose days of rest are Thursday and Friday, or Friday and Saturday, and who observe different holidays. Flexibility is essential, but the rewards are substantial.

4) Integrate and collaborate. Happily, the days when a team of high-priced consultants flies into a region to fix problems for clients are over. Next generation collaboration tools like wikis are making it possible for distant, cross-cultural teams to integrate their skills and minimize project costs from start to finish. For example, our U.S. based technical team will work with a client’s process owners to develop solutions that neither team could produce on their own. Much of our team stays behind as the project unfolds. The result is a more cost-effective solution that is validated on a real-time basis by the client which also means fewer surprises.

5) Assume an attitude of humility and consideration. Approach assignments in other markets from the standpoint that the client knows what works best on the ground. Sometimes they need help seeing it from a different perspective, but their insights are valuable. My team lets foreign clients know at the start of an assignment that we recognize this fact.

An appreciative stance toward the client and their culture helps us build trust so we can move swiftly toward a more integrative solution.  A humbler, more considerate approach paves the way for a more enriching and successful assignment.

The global marketplace has undergone a seismic shift. Business people who bring a considerate attitude to their assignments in foreign markets will fare much better in a world that is now being defined and driven by talented, skillful people in those markets.

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Want more info on this subject? Read Newsweek editor Fareed Zakaria’s The Post-American World (W.W. Norton & Co., 2008).

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