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GDP, Population, and Governance Data alone are not enough to predict brand success in Africa

May 20th 2015, 09:10

For brands eager to tap into the growing African markets and the region’s estimated 350 million middle class consumers, relying solely on macro-economic data such as GDP growth, population trends, and regulatory governance data to identify opportunities and predict success can lead to costly missteps, according to a new report from Nielsen
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