customer experiences , products or staff issues have remained a challenge . Most markets have operated in silos given the independence and regulatory framework within each country . The CFTA provides an opportunity for researchers to help businesses develop measures that will help uplift the standard of products and services across the continent .
Aspects that previously one mentioned of one country compared to the other in passing may now be integral part of the business . Consumers will experience more African ‘ taste ’ than ever before . It might no longer be an issue of talking about Sadza , Pap , Nshima , Fufu or Ugali in isolation ( An almost similar dish made from maize flour , present in different countries in the continent ).
The same will apply to people . Businesses will move their people across markets within the continent . Staff movement from one market to the other could be easier as the treaty comes into force . However , experience has shown working in one market and moving to another country has its own challenges . This implies staff performance measures could be adjusted by markets but with benchmarks that reflect a continental view .
The free trade agreement opens up markets to over 1.2 billion people . If the agreement enables free trade as envisaged in its work structure , the addressable market will increase significantly . When one thinks of a billion consumer market , China and India come in mind . However , these are nation states . Africa still has the boundaries in place , and this may impede the gains from enormous opportunities that CFTA offers .
The internal laws and regulations will be in force even as businesses move across the continent . It will remain a challenge and a risk . Nations can always crawl back to their ‘ sovereignty ’. For instance , labour laws . Hence , moving staff from one market to another will be easier , but they will still have to adhere to the labour laws of the host country . Past experiences within the East Africa community , which is one of the successful free trade areas , attest to this issue . This implies any measures have to overcome one tier – country-specific measures .
Developing comparable performance measures and benchmarks across the continent has remained a challenge over time . Will the free trade area provide an opportunity to solve the issue ? Only time will tell . On paper , it may sound an appealing approach , but once in place , the rollout will determine the success of the agreement .
A key starting point could include the current multi-country players , who have operations across the continent . Can the current measures be enhanced to enable better comparisons across the continent ? Which aspects can one use for a fair comparison given the diversity within the continent ?
Also , |
while |
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markets |
across |
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continent |
have |
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benchmarks for various aspects among their stakeholders , others are yet to do so . Having regional benchmarks or market grouping could fill in the gaps between country level and continental level – i . e . bridging the gaps in the top-down and bottom-up approaches .
All in all , researchers have a role in contributing to the success of the Africa Continental Free Trade Area , in whichever sector one operates .
Isaac is a marketing research consultant within the Africa and Middle East region . You can reach him on this and related issue via email at : itngatia @ gmail . com or on Twitter @ IsaacTN .