The growth of Africa’s consumer markets presents an opportunity too big to ignore.

We see Africa as the new frontier for growth. The continent has seen a sharp increase in its economic performance, with its gross domestic product (GDP) growing by an average of 6 percent between 2002 and 2008, making it the second-fastest growing region in the world.

South African businesses in pursuit of high performance are increasingly looking to the rest of Africa as a source of growth—but they must not squander their inbuilt advantage.