Revalue commercial and marketing dimensions: a key issue for African SMEs

The sixth lesson of the document "15 years, 15 lessons from Africa" focuses on an aspect often underestimated by small and medium African enterprises : the commercial and marketing dimensions (customers' knowledge, branding, market access ...). I&P's experience has shown how critical these issues are: they drive as much the success of a company as its ability to produce or manage its finances.

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