Setting Up and Running an Efficient Distribution Channel in Sub-Saharan Africa

Ara Sarkissian ()
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Ara Sarkissian: KARL STORZ SE & Co. KG

A chapter in Business Success in Africa, 2024, pp 201-207 from Springer

Abstract: Abstract The company KARL STORZ ventured into Sub-Saharan Africa 23 years ago to develop its business. From an initial opportunistic business, the company drew up and executed different strategies to develop the Sub-Saharan African markets. The two cornerstones are: 1) actively promote training and education and 2) to set up a reliable distributors network. In its diverse activities, the company focused as much on growing a sustainable environment for its business as on the development of the regional healthcare community. Being led by its principles and ethics to conduct business, it has been and still is a continuous struggle to find the right partners and establish and sustain a fruitful long-term relation. Successes and disappointments were part of the journey; we kept learning and improved our performance.

Keywords: Distribution; Customer development; Trust (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-70384-3_17

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DOI: 10.1007/978-3-031-70384-3_17

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