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CULTURAL AWARENESS
Left: Addis Alemayehou (right of photo)
with South African branding expert
Thebe Ikalafeng. Above: Ethiopia’s
Amharic script is unique to the country
Doing business
sensitively in a market
that’s truly different
International brands doing business in a notably different
country such as Ethiopia require arguably a higher level of
cultural awareness than almost anywhere else in Africa.
Ancient and traditional ways … a street scene
around the old city of Harar in eastern Ethiopia
38 strategicmarketingafrica Issue 4 2016