culture while enjoying the continent’s natural beauty. As a whole, Africa is becoming friendlier and more accommodating to foreign businesses and their employees. Nonetheless, says Stegmann, employers cannot take their assignees’ comfort for granted the way they do in highly developed western countries. Cross-cultural training is paramount, especially when it comes to learning how to build relationships. “Providing that support will probably give the employee the upper hand,” she says. “One of the most important considerations is that while Africans are friendly people by nature, the land is built on relationships. Foreigners can be seen as a threat rather than an opportunity for upliftment, so it may take a certain amount of time to build that trust.” ACCESSIBILITY The paperwork and immigration involved in relocating profes- sionals to the continent differs from country to country. Each has its own immigration requirements. There are also other country-specific challenges – in particular, those tied to societal norms. For example, some African countries consider same-sex marriage a criminal offense, while others do not allow spouses of a foreign national to get a work permit or visa. “It is important to understand the nuances around some of these country-specific limitations so that one’s family is not financially or emotionally disadvantaged,” notes Stegmann. Africa’s uniqueness ultimately lies in its diversity. While it’s true that some countries rate higher on the risk scale, the consensus among industry watchers is that the advantages of setting up shop in Africa are growing. ENSafrica, the continent’s largest law firm, points to Morocco, Tunisia, Uganda, Mozambique and South Africa as the most promising countries for business today, based on findings from their annual survey on business opportunity and risk. In a 2013 report, Ernst and Young also addressed Africa’s poten- tial, noting, “African markets are increasingly open for business. Despite perceptions of elevated and uniform risk, in many ways, the continent is no different to others. Sound business practices enable well-run firms and funds to convert business strategies into actual results.” It may take some extra planning and unique considerations, but there are plenty of benefits to doing business in one of the most culturally diverse destinations in the world – especially now that many African countries are becoming more accommodating to foreign entrants and better poised on the world stage. “It’s an exciting environment to live in,” says Stegmann. “African countries are constantly evolving – and at times, rapidly. This urbanization and connection to other countries around the world brings the creation of new business opportunities, new knowledge, better infrastructure, and more opportunities for social and cultural exposure and learning.” Nevertheless, adds Stegmann, “It goes without saying that an employer will certainly need to go into Africa with their eyes wide open.” You know us by the company we keep MoverOne.ca GROUP LOGISTICS MoverOneGroup_PrintAd_2017_v10.indd 1 2018-01-16 1:16 PM Spring 2019 PERSPECTIVES 19