Showing posts with label South Africa. Show all posts
Showing posts with label South Africa. Show all posts

Tuesday, June 16, 2015

All the signs are there: Africa is the new East Asia

It is sometimes easy to forget the journey that East Asia has been over the past century. The case of Sony, the Japanese electronics firm, is illustrative. Sony was founded by Akio Morita in Tokyo in 1946[i]. Having survived its early years, chiefly through loans from Morita’s father and carrying out radio repairs[ii], Sony then had to contend with outside perceptions that Japanese products were ‘shoddy.’[iii] And yet, somehow, Sony went on to become a giant of global electronics and a by-word for high quality.

Thankfully, Sony’s story is not unique in East Asia. Several countries once considered backwaters in many respects, are home not just to world-leading companies but to hugely improved living standards. But there was little suggestion that any of this would have happened at the beginning of the 20th century. As we move away from the beginning of the 21st century, Africa is well placed to replicate the East Asian story if it can leverage certain strengths that it possesses.

Too often essays on the future of Africa discuss what Africa should do. Despite centuries of European interference which have held the continent back, many European onlookers bizarrely still feel it right on some level to give Africa friendly advice. I try to avoid that in this essay. Instead, I want to look at five strengths that I believe Africa can and will leverage so that one hundred years from now, Africa’s narrative will mirror that of East Asia’s. These strengths are: demographics, outsiders’ perceptions, telecommunications, trade and governance.

Demographics
Changing demography is arguably the great economic driver after technological advancement. In a 2008 Harvard Paper by David Bloom and Jocelyn Finlay,[iv] the authors state, ‘the economic performance of East Asia was no miracle at all, and to a large part was explained by demographic factors.’ These demographic factors, as the authors point out, involved a rise in the working age share as well as female workforce participation as a result of a decline in the fertility rate. Right now, a similar dynamic is occurring with demographics in Africa. Since the beginning of this century, fertility rates and child mortality rates have been declining[v]. This creates a ‘demographic dividend’ which Africa is set to take advantage of just as China did in the 20th century.

Outsiders’ Perceptions
The perceptions of outsiders have long held back Africa. These perceptions are perpetuated by the media and general ignorance. An example is provided by as venerable a publication as the Economist. It often pithily refers to Africa as ‘the dark continent.’[vi][vii] Such remarks aren’t helpful but they’re unlikely to be the worst made by the media. The net effect is that Africa is paying what amounts to a development premium not dissimilar to that experience by Sony with its ‘made in Japan’ labels stunting its progress. For example, by one estimate,[viii] only about 0.3% of the average US portfolio is invested in Africa. Even taking into account Africa’s issues, by these numbers, it is highly underweighted in the average US portfolio. Once these perceptions shift, Africa will reap the benefits everywhere and the ‘dark continent’ label will be seen for what it really is: a relic of a distasteful past.

Telecommunications
Africa’s telecommunications sector offers an encouraging sign that entrepreneurialism is alive and well on the continent. Much has been made of how mobile payments have taken off in Africa in the past ten years. As of late 2014, it was thought that there were more mobile payment accounts than traditional bank accounts in upward of nine African countries[ix]. In a century where telecommunications are already playing such a huge role in trade and commerce, this integration of mobile technology into sectors where more economically developed countries are lagging behind already seems significant. Africa is a pioneer in telecommunications. If it continues along this path, the 21st century will be a century of opportunities. E-learning and e-commerce are now accessible on the average African’s mobile phone, when twenty years ago, there were a range of barriers to achieving education or international trade. Even Africa’s greatest critics would find it hard to deny that this shift alone can bring with it a wave of progress to Africa.

Health
Health statistics for Africa make for depressing reading. Of the 20 countries with the highest child mortality rates in the world, 19 are African[x]. The continent still has unacceptably high rates of HIV/AIDS and malaria, among other diseases. Progress is being made, with one WTO Report outlining that every one of their health indicators improved between 2005 and 2012[xi]. The fact that the issue of health on the continent has been taken on board by as visible a figurehead as Bill Gates is a huge turning point, which is sometimes lost in the noise. To give this context, if John D. Rockefeller had taken on the task of dealing with health in Africa at the beginning of the 20th century, where would it be now? If you’re thinking, as I am, that the answer to that question is ‘in a much better place,’ then there is serious hope that Africa’s health will be much less of an issue down the road than it currently is.

Governance
Governance will tie all of Africa’s strengths together. The straight lines that divide countries in Africa tell of a continent whose boundaries were drawn up by colonial masters, most of whom left just over fifty years ago. We cannot impatiently expect African nations to become models of good governance in so relatively short a period. It seems Africa is somehow held to higher standards. For example, between 2008 and 2012, Japan elected five separate Prime Ministers[xii] (six, if you include Shinzo Abe’s two terms): hardly the stuff stability is built on. One can only imagine the clamour if the same thing happened anywhere in Africa.
Good governance is emerging in Africa but patience is needed. In 2015, Nigeria passed political power from one party to another for the first time in decades.[xiii] This occurred 55 years after Nigeria’s independence. This is right on schedule. To draw a parallel, South Korea still had a military dictatorship in 1993, 45 years after establishing independence. Africa is not inherently corrupt – it is coming out of a torrid colonial period and its governance has reflected that until now. There is every hope that the coming years will bring huge advances in this area for Africa and its citizens.

Conclusions
In researching for this article, I was overwhelmed by the amount of negative commentary surrounding Africa. It’s hard to escape the impression that many people have written off Africa on the basis of past failures. What this fails to recognize is that many of Africa’s past failures occurred as a result of direct foreign intervention of some form or another. Furthermore, it points to how people forget that, in many regards, at the beginning of the last century, East Asia was in a relatively similar position to the one that Africa finds itself in today.
The East Asian ‘miracle’ wasn’t really a miracle at all. It was due to a number of factors coming together to create an unparalleled century of growth for the countries in question. It didn’t happen overnight and it didn’t happen without several hiccups along the way. This will also be true of Africa’s progress. We also have to bear in mind that in talking of East Asia, we’re talking about eight countries; with Africa, that number is 54. While each of these countries has its own complexities, the tendency is to group them together – something this essay is also unfortunately guilty of.
Right now, there are would-be Akio Morita’s all over Africa, trying to make things happen but face obstacles in the form of everything from government restrictions to our slowly-changing perceptions of them; there are others just like them who have survived the African child mortality lottery and will soon swell their ranks; and there are others still, yet to be born, who will make up the numbers of Africa’s coming demographic boom, in turn creating a huge market of willing workers and customers. If this all sounds very familiar, it’s because something very similar happened in South East Asia at the beginning of the last century.


[i] http://www.sony.net/SonyInfo/CorporateInfo/History/Museum/
[ii][ii] http://www.theguardian.com/news/1999/oct/05/guardianobituaries.jonathanwatts
[iii] http://www.irishtimes.com/news/business-visionary-behind-sony-s-success-1.236769
[iv] Bloom, D.E., Finlay, J.E., (2008), ‘Demographic Change and Economic Growth in Asia,’ Harvard School of Public Health.
[vi] http://www.economist.com/news/middle-east-and-africa/21620245-power-shortages-have-been-holding-africa-back-are-last-easing-lighting
[vii] http://www.economist.com/node/9660077
[viii] http://www.marketwatch.com/story/you-arent-investing-in-africaand-youre-missing-out-2014-12-02
[ix] http://www.3gdirectpay.com/blog/benefits-of-replacing-cash-with-mobile-payments-in-africa/
[x] http://www.who.int/bulletin/africanhealth/en/
[xi] http://www.afro.who.int/en/media-centre/pressreleases/item/7141-health-in-the-african-region-progress-has-been-made-during-the-last-decade.html
[xii] http://www.bloomberg.com/news/articles/2012-11-14/another-japanese-prime-minister-seriously-
[xiii] http://www.bloomberg.com/news/articles/2015-04-06/axa-says-nigerian-election-process-a-boost-for-african-economy



Thursday, July 10, 2014

Major Sporting Events in Emerging Economies and the Triumph of Nation Branding

Over the past 20 years, the bidding process for major sporting events shows an increasing presence of emerging economies. In turn, this has led to countries such as China, Russia and South Africa hosting these events. The benefits accruing from hosting these tournaments is often questionable, with numerous academic studies[i] showing there is almost always a significant net economic cost. Nevertheless, the tendency for emerging economies to host major sports events is set to continue. The logic for this is three-fold.

First, sporting organizations’ links with multinational corporations who stand to gain from increased access to large newly-prosperous markets, means they will generally be favourable to bids from emerging economies. For example, McDonalds used the 1976 Montreal Olympics as a platform to meet Soviet Union bureaucrats to discuss their entry to Russia[ii]. Although it took 14 years to happen, McDonalds gained a foothold in a market of close to 150 million people. Russia now contributes $2.5 billion a year to McDonalds revenue – about 9% of the total[iii].

Second – and closely connected to the first reason - the hunger to acquire new audiences will always drive large sporting organizations to new territories - 47% of the IOC’s revenue is generated through broadcasting and 45% of its revenue is generated through sponsorship.[iv] Similarly, the World Cup in South Africa in 2010 generated $2.4 billion through the sale of television rights and $1 billion via marketing rights for FIFA.[v] When one considers the size of television audiences in emerging economies and the potential of appealing to their growing spending power (see graph below), it’s not difficult to see the reasoning behind a shift towards these markets.

Source: McKinsey, Note 1: Consuming Class defines expenditure >$10 per day.
Third and finally, in addition to these push factors, there is a large pull factor to be considered: hosting a major sporting event allows the leaders of emerging economies to provide some intangible benefits to the electorate. A University of Utrecht paper[vi], suggests some of the intangible benefits which make rational politicians (their words, not mine) want to attract major sporting events are “nation branding, feelings of happiness and pride and the improvement of social cohesion among residents.” Nation branding deserves particular emphasis here.

Nation Branding
Emerging economies by definition have some catching up to do and hosting a major sporting event allows them to suggest on some level – and with some justification - that the country has “arrived” on the international scene. The language of opening ceremonies is littered with phrases like, “Welcome to the centre of the universe!”[vii] (Winter Olympics, Sochi, 2014), “This is the African World Cup,”[viii] (World Cup, South Africa, 2010) and “India’s big moment is finally here. India is ready.”[ix] (Commonwealth Games, India, 2014). It seems that nation branding is very much part of the host mentality.

Nation branding can be sneered at, but it has to be considered an important factor for emerging economies. A report into a survey of Chinese and US students[x] noted that 65% of the participants said they would be less likely to purchase a product because it was made in China. It states that, “products made in China have a stigma attached to them.” The survey results would probably be repeated across a range of emerging economies. If well-staged, the event positions a country and all that it offers in the best possible light.

Improving the Process
Despite its benefits, nation branding can still seem a little fuzzy when the economic costs of hosting major sporting events are so large (and seem to spiral with every passing tournament). The Sochi Winter Olympics cost an estimated $51 billion[xi] while the World Cup in Brazil will total out at more than $11 billion[xii]. Will we ever learn to run events affordably? The 1896 Olympic Games were held in Athens. They ran 1,000% over budget and Greece was bankrupt at the time[xiii] so the signs aren’t overly positive!

However, there are some early indications that despite ominous echoes from the past, some lessons are being learned. This year´s World Cup in Brazil 2014 might transpire to be a turning point for major sporting events. A FIFA delegate has said that, “the positive to be taken out of Brazil is that we have learnt from it and will do things differently next time.”[xiv] Likewise, the fallout will almost certainly make sponsors think about whether they want the publicity of being associated with these events.

Closing Remarks
Major sporting events such as the Olympics and the World Cup will inevitably continue to be held by emerging economies. In the past 10 years alone, cities such as Harbin in China, Almaty in Kazakhstan and Havana in Cuba have bid to host one of the Olympic tournaments. It could well be that what cities as diverse as these have in common more than anything else is the need for a better use of public funds than those required for a major sporting tournament.

However, major sporting events in emerging economies can provide the host nation with much-needed nation branding. In countries where citizens are more accustomed to seeing any mention of their nation in the international press preceded with the words, “developing market” or “emerging economy,” a prefix such as “Olympics games host” has the potential to give the country as a whole a boost. If the economics of hosting major sporting events are revised (and the hope is that they will be), there’s no reason to suggest emerging economies cannot host them successfully.



[i] See in particular http://ideas.repec.org/p/hcx/wpaper/0404.html Also: Maenning, W., and Zimbalist, A., (2012). The International Handbook on the Economics of Major Sporting Events, Edward Elgar Publishing. ISBN: 9780857930262
[ii] http://www.telegraph.co.uk/sponsored/rbth/business/8426082/Bringing-McDonalds-Coca-Cola-and-now-Cirque-du-Soleil-to-Russia.html
[iii] http://www.nytimes.com/2014/03/08/business/international/western-businesses-in-russia-are-watchful-and-wary.html?_r=0
[iv] http://www.olympic.org/ioc-financing-revenue-sources-distribution?tab=sources
[v] http://www.fifa.com/aboutfifa/finances/income.html
[vi] Available at: http://www.uu.nl/SiteCollectionDocuments/REBO/REBO_USE/REBO_USE_OZZ/DP%202013/13-08.pdf
[vii] http://www.nbcolympics.com/news/evolving-russia-dreams-big-2014-winter-olympics-opening-ceremony
[viii] http://www.goal.com/en/news/1863/world-cup-2010/2010/06/11/1971308/world-cup-2010-fifa-president-sepp-blatter-south-africa
[ix] http://www.washingtonpost.com/wp-dyn/content/article/2010/10/03/AR2010100303490.html
[x] https://knowledge.wharton.upenn.edu/article/thanks-but-no-thanks-to-made-in-china-2/
[xi] http://www.theguardian.com/sport/blog/2013/oct/09/sochi-2014-olympics-money-corruption
[xii] http://www.cnbc.com/id/101750395#.
[xiii] Jennings, Will (2012). Olympic Risks. Palgrave and Macmillan. ISBN: 9780230300064
[xiv] http://www.reuters.com/article/2014/06/13/us-brazil-worldcup-megaevents-analysis-idUSKBN0EO0CJ20140613