Geremie Sawadogo of the World Bank surveyed 200 international aid workers in Sub-Saharan Africa and found the top cultural challenges to be: 1) the way time is used and perceived, 2) hierarchy and family lineage, 3) relationship building, 4) deference to authority and 5) the concept of “face”.

These findings are presented in his recent MOBILITY article. Sawadogo highlights the challenge of defining general cultural concepts within the scope of “Africa” (the continent) and Sub-Saharan Africa as a region. Just as one can’t look at Europe or Asia as a general cultural region, although many always refer to the “West” and “East” for simplicity’s sake, Africa can’t accurately be understood in this context.

One of the article’s most interesting insights is an expression for losing face from Cote d’Ivoire, which is translated to “you poured my face down on the ground.” This descriptive saying expresses how losing face can severely damage a business relationship and a person’s stature within a business. Culture also informs the definition of risk, which “face” impacts: do you risk loss of face in order to reveal certain facts, or do you save face by avoiding mention of something that would be like “pouring someone’s face on the ground”?

What do you value: saving face or objectivity? What have your personal and professional experiences been in Africa?

Also, to learn more about doing business in Africa, watch this TED talk given by Ngozi Okonjo-Iweala: Want to help Africa? Do business here.

Sean

RW3 CultureWizard

+ Known as the “Rainbow Nation,” South Africa’s government officially recognizes 11 languages: Afrikaans, English, Ndebele, Pedi, Shangaan, Sotho, Tsona, Tswana, Venda, Xhosa and Zulu. English is widely used for business purposes.
+ The concept of “African time” intimates flexibility and a relaxed approach to getting things done.
+ Two phrases frequently used in South Africa are “I will do it now now” and “I will do it just now.” Although they sound very similar, they are quite different. “I will do it now now” indicates that the task has a high priority, while “I will do it just now” means that the task has a lower priority and will be postponed.
+ South Africa is a high-context communication culture, which means people use non-verbal body language to enhance their spoken words. Be aware of this when understanding the messages your colleagues send you.
+ Greetings: shake hands with everyone upon arriving and upon leaving. Maintain eye contact while shaking hands and wait for a woman to extend her hand.
+ Because the country was closed to outside influences for many years, older Afrikaners who speak Afrikaans remain suspicious of anyone who might dilute their culture, including foreigners.
+ South Africa has a medium tolerance for change and risk. Changes are made, albeit slowly, and require considerable amount of thought, planning and evaluation. Be sure to factor this into your work and prepare thoughts to address any possible resistance.
+ In conversation, avoid making comparisons between South African cities. Most people are proud of their hometowns and may find your observations as a foreigner inappropriate.
+ Do not raise controversial subjects such as race relations or local politics. Also, Capetonians have a strong sense of proper decorum and view off-color humor as distasteful. Discretion is advised.

- from RW3′s CultureWizard® Country Profiles

RW3 CultureWizard