The role of Culture in Afrikan Businesses
Defining “Culture”
“All people are the same; only their habits differ.”
― Afrikan Wise Proverb
Culture refers to the accepted norms and values and rational behaviour of groups. It’s “How we do things!” Countries, as well as people within the country, may operate differently according to beliefs, values, norms, morals and attitudes.
Understanding and being sensitive to the local “culture” is a critical factor for any organisation to succeed, especially in international business. What works in your country might not work well in another, and could even be interpreted as an insult! And in our role as a stakeholder in the organisation, it’s important to raise the awareness of cultural issues within our organization beyond the factual cultural information obtained.
While doing business, there should a conscious attention to behaviour, ethics, etiquette visions, working style, beliefs and habits. The cultural nuances that affect organisations obviously go beyond the ability to greet or choose the correct gift. The issues related to the culture’s time orientation, whether it’s at an individual level or collectively as a society, not to mention conflict assumptions and non-verbal communication, all affect the understanding(s) across the table, as well as the chances of being understood. It helps make us knowledgeable about the questions to ask, not the answers.
An Africa Perspective
“You don’t have to burn books to destroy a culture. Just get people to stop reading them.”
― Ray Bradbury
The effects of colonialism past and present are visible all over Africa. It is not an overstatement when Edem Kodjo, author of ‘Africa Tomorrow’, describes the condition of an African as “torn away from his past, propelled into a universe fashioned from outside that suppresses his values, and dumbfounded by a cultural invasion that marginalises him. The African,… is today the deformed image of others. ”
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