Development agencies have long accepted the need to prioritize medical aid to the sick, but Jonathan Legard, Africa correspondent for the Economist, argues it is high time that business expertise should also be available on call to boost local economies.
In August's Strategy + Business, Legard demands the establishment of an Executives Sans Frontieres (ESF) modeled on Medecins Sans Frontieres. Managers with relevant expertise would fly in to assist with market development and to build sustainable local businesses, staying up to 4 years with the program. He cites the Sahel as one region where this resource could make a difference – beginning with advice on how to bring goods to market more cheaply and profitably.
As proposed, ESF would be reliant on altruistic motivations of participating firms and managers. To be effective, targeted expertise would be essential. To boost sustainability any such scheme should not be afraid to offer incentives for companies to become more involved, not least increasing their understanding and penetration of underdeveloped markets. Such an outcome would be one more example in a trend towards more innovative and entrepreneurial forms of business engagement for market development where it is most needed.
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