Africa: Open for Business : Exploring the dynamic business culture of sub-Saharan Africa from the perspective of Swedish firms

Abstract: The purpose of the thesis is to investigate the business culture in sub-Saharan Africa by analyzing how Swedish firms perceive and adapt to the business culture. This multiple case study has been conducted with a qualitative method and deductive approach by collecting primary data from five case firms that currently are active in the sub-Saharan region. The literature review presents the following theories: Hofstede’s Dimensions, the GLOBE framework, business relationships and adaptation. The conclusions indicate the differences among the cultures within the sub-Saharan region. This implies that adaptation is required. Additionally, the conclusions also state the importance of relationships by signify both the formal and informal aspects of business relationships. Furthermore, this thesis can be valuable for Swedish firms that have entered, or plan to enter any of the sub-Saharan markets.