Globalization is progressive and various factors define its formation. While globalization is not only a structural harmonization that is based on the Weltanschauung it is also founded on production, trade and competitiveness. The process of globalization is largely founded on replacing protectionist economies by capitalist system of harmonized and specialized production and trade. Trade means that every country, city and nation as equally as products have to showcase and brand their selling-points through branding. Hence, as we are living in a global economy, cross-cultural branding encompasses the different elements of culture and knowledge to produce “ automatically or unconsciously applied orientation system of collective values, which makes its group members’ behavior comprehensible and to a certain degree predictable for each other”.
In this competitive environment, African countries that are dedicated to increasing investment and tourism must commit to knowledge-based solutions for self-reliance. Similarly, US stakeholders should update their engagement into a sustainable economic partnership.
Globalization also brings at the forefront the importance of navigating multicultural markets as an avenue for growth. As the world is even more interconnected, understanding of cultures and localization becomes eminent when penetrating markets. Therefore Culture as it means communication, impacts how we send and interpret messages and acts as a kind of filter or lens through which we view others. Abrabrand sees Africa as North America best business partner and to link these two markets, Abrabrand has thoroughly developed solutions that are ICT-driven branding anchored on knowledge-based strategies.
Why we created Agrifrica.com
is based on the needs of Africa’s Green/ Blue economies 2020
