South African companies are too often being given the cold shoulder in the rest of Africa, prompting the African National Congress (ANC) to call on the government to pass a law governing the conduct of local firms operating up north.
A new study reveals particular antipathy towards local companies operating in Kenya. The study by the South African Institute of International Affairs has recorded instances of “blatantly anti-South African sentiment” among Kenyans. In some cases citizens of the host country express resentment towards what they consider to be excessive South African investment. The study resulted from interviews conducted between 2005 and 2007 with South African companies involved in the Kenyan market, top Kenyan business people and policy analysts. It also involved representatives of government departments and donors.
Just in case South African businesses are to blame for giving the country a bad name, the ANC has decided not to take any chances. The party has proposed drawing up a code of business practice to regulate local companies doing business in the rest of Africa. In a resolution at the party’s 52nd conference last month, the ANC expressed support for such a code “which will need to be legislated and regulated without restricting the competitiveness of companies” in host countries.
The intention is for South African businesses to project the local experience of good practice in the countries where they have set up shop. The proposed code of conduct would include the prohibition of child labour and bribery, as well as commitment to recruiting local labour, to ensure skills transfer and to contribute to social responsibility programmes of the host country. However, the head of the institute’s business in Africa project, Neuma Grobbelaar, says regulations must be drawn up in consultation with the private sector after consideration of existing international codes of conduct.
“You have to ask the question, is this the responsibility of the South African government or the recipient government?” Grobbelaar says SA’s listed companies operating in the rest of the continent have already scored highly on business ethics. “Where I do have a problem is with very small unlisted companies,” she says. The study has reinforced the findings of a similar 2005 study conducted by the Organisation for Economic Co-operation and Development, which identified South African multinationals as “responsible and good investors”.
That survey looked at 127 listed companies from emerging markets. Grobbelaar says lapses in good conduct often arise where there is uneven application of the law or an overnight change of regulations in the host country. She cautions against the ANC’s proposed regulations which could penalise companies investing in risky areas. Some countries have higher political risks and unstable trade laws. The ANC resolution has come at a time when SA’s leadership role on the continent has bred criticism from some who feel the country used its political and military interventions to pave the way for business.
“When we look at negative perceptions we really have to look at what people are criticising,” says Grobbelaar. Perceptions range from very positive among consumers to very negative among competitors, and mixed is among governments. The reaction also tends to be sector and company specific. The expansion of South African companies in the past 13 years has made SA one of the largest investors on the continent but, says the institute’s study, Kenya has defied this trend, keeping South African conglomerates at arm’s length. It said Kenyans had “accused South African companies of being patronising, even arrogant, and also not wanting to work with local partners”.
The clash between Kenyan and South African companies peaked in the “beer wars” which South African Breweries lost to Kenyan Breweries. Other local conglomerates have also experienced difficulties in penetrating the Kenyan market. SA’s Metro Cash and Carry outlet in Kenya closed its doors in March 2005 after an eight-year operation that did not make a profit. Shoprite Checkers’ 120-plus outlets in 15 African countries accounted for only 12% of group turnover while “strong levels of competition” from established local businesses have reportedly been preventing it from opening any stores in Kenya.
Despite having achieved profitability two years ahead of schedule in 2002, cellphone company MTN Internat-ional has not succeeded in Kenya. The study’s author, Jodi Hudson, says notwithstanding excessive red tape, poor road conditions, the cost of energy, crime and political uncertainty, South African companies still see Kenya as an attractive investment and a springboard into east Africa.
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