Investment in Africa has become a growing trend on the geopolitical landscape. Major players engage in infrastructure reform initiatives to alleviate once poverty-stricken, now slowly-developing nations while at the same time engaging in integration practices that defy ethical standards due to a lack of coordinated litigation in support of corporate and even government social responsibility. This competitive integration, however unlikely to curb in ethical practices, is growing amidst especially the BRIC nations.

We’ve documented most the strategies from China, a nation laying the groundwork in developing countries such as Angola and Malawi for some time. However, below is an insightful article from the African Press Agency on a need for Russian business to take steps necessary to achieve optimal success in an African market increasingly becoming more competitive. The article goes on to quote the Executive Secretary of the Russia-South Africa Business Council, Victor Polikarpov, in saying that it is absolutely necessary to re-brand Russia’s image, create new perceptions and the confidence culture among African consumers and its business leaders.

Please read on for the article in its entirety.

“The image of business conducted by Russian companies abroad, in this case in Africa, depends on the positive or negative perception of our state as a whole, and consequently necessary for strengthening international position on the continent. The image of Russia abroad remains one of the key tasks to tackle,” Victor Polikarpov said assertively.

Citing the Russia-South Africa Business Council which was created in 2006 for deepening and expanding the commercial and economic relations between Russia and South Africa, Polikarpov said that in the course of the official visit of former President Vladimir Putin to southern Africa, his council examines the creation of the positive image of Russian companies in southern Africa as one of its basic tasks.

He explained that “business by its nature is more mobile. It searches for applications on the different markets, in new spheres and new regions, constantly enlarging the geography of its presence. Business goes where it is possible to earn higher profits based on reputation. Africa gives unique possibilities, in this sense.”

He however stressed that stimulating trade between Russia and Africa it’s significant to adopt progressive measures such as exhibitions, conferences, seminars, cultural measures, but only in the context of corollary measures.

But, for Russians to establish and remain in African markets, this has to be determined by the level of culture, formation and professional preparation.

“Image at all levels becomes the necessary material resource of our business in Africa, which makes it possible to occupy a worthy place on the market for technologies and highly technological goods and services. There are a lot of manufactured goods that Russia can propose to African countries, and today’s slogan must be the same as it was many years ago – to learn to deal!,” Polikarpov said.