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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
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