African Cultural Concepts and Their Influence on Management

Abstract

The growth in Chinese-African interactions, which have over the years seen China become Africa’s biggest trade partner, necessitates improved mutual cultural appreciation. Conducting business requires sensitivity to cultural nuances and effective intercultural communication skills as essential ingredients of business etiquette. However, the African cultural landscape is complex and diverse. This chapter draws from the concepts of Ubuntu and African Renaissance—and related sub-concepts of Afrotopia, Africentrism and Afrofuturism—to discuss contemporary African business management and leadership practices that need to be considered in the context of Chinese-African interactions. Leadership styles, like most African institutions, still have imprints of both slavery and colonial legacy, which should be appreciated by outsiders. With this strong influence from history, the chapter warns against confusing structural forms with cultural traits. By and large, in Africa, management by consensus-building and strengthening human relations and human dignity informs the preferred leadership model. In other words, group rather than individual interests should ideally inform management ethos. The chapter concludes by recommending mutual understanding of African and Chinese cultures in light of the growing presence of the Chinese in Africa. This intercultural cooperation should avoid the often tainted Western lens through which both cultures have been perceived.