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NGOs can unlock growth potential

Read the full article in Danish 

In a byline article, PA business design expert Anders Ørding Olsen and a representative from the NGO CARE Danmark argue that NGOs and business should join forces to develop solutions to some of the major challenges facing developing countries such as poverty, hunger, diseases and lack of clean water. 

The article looks at how developing countries offer businesses access to new markets with significant growth potential. By collaborating with NGOs, businesses can gain a unique insight into local markets and the unwritten rules of the local culture, helping them understand the full potential of their products. 

Still only very few companies take advantage of this today. A global analysis of more than 35,000 innovative collaborations focusing on the problems mentioned above showed that businesses involved NGO´s in less than 4 per cent of the cases. Those who did developed noticably better solutions. 

One example of a collaboration is CARE Danmark´s partnership with the global bioscience company Chr. Hansen to replace damaging pesticides with natural bacterical cultures in Kenya, reducing the environmental risk and improving the working conditions for local farmers. While Chr. Hansen possesses deep technical knowledge of the product, CARE has a long-standing collaboration with local farmers in Kenya and has helped pave the way for a succesful introduction of a new, natural cultivation method by conveying unique knowledge to Chr. Hansen. 

Ultimately, unlocking new markets in developing countries will benefit both companies, NGO´s, Danes and local citizens.

Anders Ørding Olsen is a business design expert at PA Consulting Group

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