Strategising for Business Sustainability Across the Conflict Spectrum in the East African Community

Abstract

In areas experiencing conflict, it is common to assume that businesses cannot thrive. However, businesses can still succeed during all phases of conflict. After reviewing books, journal articles, field manuals, and online sources on conducting business in conflict-ridden markets, this study emphasises the importance of careful planning and design to ensure a business project’s resilience and sustainability. The study also highlights that risk inversely affects supply and directly influences the demand and price of commodities. Entrepreneurs who understand this fundamental concept should be able to establish a firm during any phase of conflict and contribute to the peacebuilding process. The paper recommends that the business community in the East African Community (EAC) collaborate to influence political elites to implement the EAC protocols fully