Warwick Business School Supervisors: Dr. David C. Arnott, Marketing Group, Warwick Business School, University of Warwick, UK Professor Franklyn Lisk, Center for the Study of Globalisation and Regionalisation, University of Warwick, UK

Warwick Business School Brand Africa  What is it?  What is its role in the development of the continent?  Is it a legitimate case of analysis?

Warwick Business School Brand Africa: Hypothetical model (©Arnott & Muzanenhamo, 2013) Meaning lies at the centre of a (place) brand:

Warwick Business School Research methodology Image Sources: Google Images (30/06/13) Q: What does Africa mean to those who engage with it online (African diaspora)?

Warwick Business School Research findings: Africans make Africa  The meaning of Africa derives from notions about African people’s economic, political and socio- cultural undertakings within a global context Brand Africa is about the African people  Collectively, Africans are the principal drivers of sustainable development through private sector  The growth of the private sector is contingent upon human capital

Warwick Business School Example: Is Africa on its way to beat USA?

Warwick Business School Research Findings: Africans make Africa Example of an inductive analysis: “Africa could/should have it going on but honestly they lack the knowledge...they lack the intelligence...Their biggest issue is they don't understand how to grow food for themselves. Something that's simple for most people but they just don't have the creativity to start true farms and transport the food to their people in large scale. As for diamond and oil trading...they're rather weak minded. They don't seem to have it in them to take over and push the greedy dictators/thugs out who mine their resources and keep all of the [money] for themselves. It's kind of sad to watch because Africa is a continent that really should be doing well. They have EVERYTHING (sic) and yet they have nothing” (Observer, Community Y). Dominant notions: poverty, poor leadership and incapacity for self-sustenance

Warwick Business School If brand Africa is about PEOPLE, and the PEOPLE are the drivers of sustainable growth through PSD, then: PSD is equally driven by the PEOPLE. Hence their CAPACITIES are crucial

Warwick Business School Private sector development as a collective task

Warwick Business School Human Capital and Private Sector Development: Needs based approach

Warwick Business School Linking forms and quality of education, skills and training to Africans’ needs: “If Africans are to progress they need to adopt an education model that attends to their unique needs. [A model called] The African Centred Education (ACE)…Like any other educational system it must begin from the Kindergarten level and continue all the way toward the University level... Basically, instead of [merely] learning math, science, and social studies … [African] children must be taught in a way that uses those subjects to answer the question; 'What must … [we] do [in] today’s society in order to advance [ourselves]? With this type of educational system [Africans] should be able to analyze and sometimes simplify a problem [they] are faced [with]… Extended [ACE] to the high school level and even the university level [so that] by the time the children will have graduated they will have the correct mindset to combat the issues faced by [their] people today… Education is a "tool", it is what prepares future citizens of a nation to be able to sustain that nation and advance it… African children should have an education that revolves around their needs and potential” (SP, University Student, Community X).

Warwick Business School In other words: “If you are in a country with food issues you need agricultural scientists, bio- chemists and hydro engineers... If you're in a country battling health problems you need doctors, biologists, surgeons and other health practitioners. This is where African nations frequently go wrong. They need needs based education not ego based education. Trade skills, food production, health improvement, technical development: …African students’ studies should be centred around these four” (Observer WR, Professional field not disclosed). Indeed, “there should be more focus on careers that specifically deal with economic and social development, such as construction trades, investing and finance, manufacturing, as well as encouraging entrepreneurship as opposed to job acquisition…”(SP, University student, Africa-affiliated- NPO Founder, Community X)

Warwick Business School Provision of a range of education institutions “The quality of education should capacitate people in terms of vocational training for them to be job ready, and to become entrepreneurs. So investment in vocational education is another way to go, and not just universities and good high schools” (Leader, International Premier Bank).

Warwick Business School Policy implications  Sector specific and tailored human capital development initiatives  Increased investment into scientific research for key economic sectors  Fostering a culture of innovation

Warwick Business School Thank you for your attention! Discussion…