The business environment is constantly evolving and so must firm/business and its strategies.  From the recent Africa Continental Free Trade Agreement (AfCFTA), to climate change issues, insecurity, regulatory issues, absence of skilled labour, supply chain crisis, infrastructural facilities to policy, African businesses particularly Small and Medium Scale Enterprises (SMEs) face several daunting challenges and risk that hinders its growth. But, several of these businesses are emerging as harbingers and sustainers of economic transformation in Africa.

Evidence shows that Endogenous African Businesses have potential to advance economic growth, improve rural growth and contribute to development given the unquantifiable advantage Africa have in term of domestic demand due to its population and improvement in technology. Despite these, they lack economic opportunities and sustainability and understanding of dynamics of modern operations of business. In order to grow beyond its current trajectory, understanding of power of entrepreneurship and innovation are critical in pushing for sustainable growth.