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Assessment of Sub-saharan Africa´s market attractiveness for premium apparel retailers
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This work project analyses the market attractiveness of Sub-Saharan African countries for
premium apparel retailers. A preliminary screening by means of country ranking was conducted
in order to rank all 49 Sub-Saharan African countries according to their overall market
attractiveness. A subsequent in-depth analysis identified the most promising market for
premium apparel retailers to enter in the near future.
Descrição
Palavras-chave
Sub-Saharan Africa International market selection Emerging markets Apparel retailing