The book aims to enhance the understanding of stakeholders (business owners, governments, practitioners) to overturn challenges such as inadequate start-up capital, competition, lack of employees with the right skills, and low use of technology. The ability to develop entrepreneurship in Africa, and the role of small-medium enterprises cannot be underestimated. The promotion of entrepreneurship in Africa is crucial as it creates jobs, provides decent livelihoods, and contributes to GDP. Most entrepreneurial initiatives in developing economies entail identifying opportunities and new venture creation. It is worth recognizing that most new ventures created take the form of small businesses and the entrepreneurial processes involve entrepreneurs’ knowledge and skills, identifying opportunities, involvement in setting up a business and managing the business.
The various aspects of this book focus on many entrepreneurial activities that are undertaken on the African continent. This book is focused on African countries since there is a reason to be optimistic about the prospects for growth and entrepreneurship. To achieve entrepreneurial success in African countries, the African Development Bank (2021) proposes that there must be a link between macro and firm-level characteristics that will serve as the mix of entrepreneurship in societies.
This book, therefore, considers some macro-level factors such as education, training, and skills development, technological developments, government programs, and entrepreneurial challenges and opportunities. At the firm-level, this book focuses on entrepreneurial initiatives such as branding and marketing.