Culture and Business Between Africans and Americans

As a cultural consultant, I have lately been thinking about the cultural dimension of business between Africans and Americans. This is part of my longstanding interest in the differences between African and American culture. I am writing this commentary in response to reports of a dialogue between American and Tanzanian businesspeople held in Dar es Salaam in June 2019.

The Americans and the Tanzanians discussed the challenges facing American businesses in Tanzania and the steps the Tanzanians should take to improve the situation. The Americans would like business to be conducted according to rules which are transparent, consistent, and predictable. Deadlines should be kept. Changes should be made in the business environment to ensure ease of doing business.

All this sounds reasonable, but we need to think farther. Africans have been conducting business since time immemorial and have evolved their own ways of doing business. The traditional African market, for example, accommodates barter, haggling, conversation about random topics, and much joking. It is a place not only for exchanging goods and money but also for building and furthering social relationships.

When we talk about business, we tend to think about goods and money. In reality, business is an interaction between human beings, who have values, feelings, and expectations influenced or shaped by their culture. Business is easy if the people involved belong to the same culture. Otherwise, there are challenges.

There are different cultures in the world, and business is inseparable from culture. There is not one way of doing business. American business culture is part of American culture. When Americans talk about ease of doing business, they have in mind business as conducted in their culture. It is normal and easy for them, but is it for non-Americans?

Are Africans, for example, comfortable with the American way of doing business? Do they easily navigate American culture? I have no doubt that just as Americans encounter challenges in dealing with African culture, so do Africans when dealing with American culture.

American business culture is rooted in capitalism, whose driving motive is making money as efficiently and quickly as possible. Whatever stands in the way of making money, such as the random conversations I have alluded to, gets eliminated.

In the African tradition, on the contrary, business has more purposes than just making money, and success is not necessarily defined in monetary terms. Business builds and consolidates relationships. Time is not money, but a resource and opportunity for building social capital.

We can carry these African values into the present world and use business to facilitate mutual understanding among nations. If business could help create a peaceful world, it would be a great success, even without tangible or immediate financial gain.

We need to think about creating and sustaining a business culture that is humanistic rather than obsessively materialistic. As the Bible puts it: “What will it profit a man if he gains the whole world, yet forfeits his soul?”
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This article first appeared in Medium.

David, Son of Jackie Robinson, at the University of Minnesota

On Thursday, September 22, I went to the University of Minnesota in Minneapolis, to hear David Robinson, a coffee farmer in Tanzania. He is the last of the children of Jackie Robinson, the legendary African-American baseball player and indomitable civil rights activist of the forties and fifties, who passed away in 1972.

Visiting Ethiopia as a teenager, David fell in love with Africa and, in the early eighties, decided to settle in a village called Bara, tucked away in the Mbozi district of southwestern Tanzania. He introduced himself to the curious village elders, telling them that he was an African from somewhere in Africa--even though he didn't know where--and that he had been taken from the continent and was lost for several centuries in slavery in far away America. Now he had decided to come back home, and he wanted land to establish a farm.

The villagers showed him a large area and he set about establishing a coffee farm, creating, together with fellow villagers, a cooperative society called Sweet Unity Farms. David talked about the activities of the cooperative farm, the challenges, and the lessons gained along the way.

He talked about not only the work on the farms, but also the business side of things--which is rife with challenges. This includes marketing and selling Sweet Unity Farms coffee around the world. Though located in a rural place, Sweet Unity Farms seeks ways to establish itself in a global market dominated by big multinational corporations.

The photo on the left features David, Limi Simbakalia, a Tanzanian student at St. Olaf College,  where I teach, and me.

There is much information online about David Robinson and Sweet Unity Farms, such as this wonderful article. I have been reading about David Robinson for some years and, in the process, a little about Jackie Robinson. After meeting David, however, I have been learning more about his father and gaining a good sense of the stature and significance of this legendary sportsman and civil rights activist.

Multicultural Marketing

As the world rapidly becomes a global village, with people of different cultures interacting in complex ways, it presents many challenges and opportunities.

For businesses, such challenges and opportunities lie in the field of multicultural marketing. I have been learning about this over the last several years, starting with a conference I attended on March 13, 2008, in St. Paul, Minnesota.

Multicultural marketing deals with a practical question: How does a business connect with people of different cultures to successfully market products and services? What is acceptable or appealing to one culture might not be to another culture. This can be as simple as the colour of a product or the sounds and images used in advertizing a product or a service. I remember how Tanzanians reacted to yellow maize flour from the USA, when it first arrived in their country. Being used to white maize flour, they did not like the yellow flour.

As a cultural consultant, I consider multicultural marketing an exciting topic, and I incorporate it in my workshops on culture and globalization.

Workshop: Culture and Globalization, July 3

Venue: Arusha Community Church
Date: July 3, 2010: 9:00am-1:00pm
Presenter: Professor Joseph L. Mbele (St. Olaf College, USA)

Workshop Theme

The world is increasingly becoming a global village, with serious implications. What is globalization? What are the consequences of globalization? What is the global village? Will the global village be a pleasant place or a place of tension and suffering? What is our strategy for coping in the global village? Globalization brings both opportunities and challenges. What are these?

Within this broad framework, this workshop will focus on the cultural dimensions of globalization. In the global village, people of different cultures will have to interact, through living or working together. We will have to deal with people whose values, expectations, ways of thinking, acting and communicating are different from ours. Are we prepared for these challenges?

As we go abroad, to do business, to live, or just travel, we will encounter cultural differences. Even if we just stay in our own countries, we will deal with foreigners, whose cultures are different from ours. We need to understand these differences, in order to be effective in our dealings with foreign companies, business partners, volunteers, tourists, students, co-workers, and friends. How prepared are we when we embark on business ventures abroad? Without cultural literacy, can we conduct effective diplomacy?

As foreign companies, enterprises and organizations move into places like Africa, should they bring their values and ways of doing things to Africa, or should they adapt to the African ways? What are the pros and cons of either strategy? Some people talk about international standards. Are these international standards, or just European and American?

Such are the questions this workshop will address, building on Professor Mbele’s experience in conducting such workshops in the U.S.A. and Tanzania. His knowledge and experience will open new doors and new horizons. The workshop will be interactive, with participants freely asking questions and contributing their own perspectives. This strategy worked well in previous workshops, and this workshop should be even better.

Registration at the conference venue: Arusha Community Church
Fee: 20,000 shillings
Inquiries: info@africonexion.com
Phone: 0717 413 073

Workshop: "Culture, Globalization and Development" (TICC, June 12)

Plans for my "Culture and Globalization" workshops in Tanzania this summer are proceeding apace. I will conduct the first one on June 12 at the Meeting Point Tanga. Read here