guiding strategy


TMA’s work is underpinned by a series of interrelated propositions that guide what it does together with its partners. These propositions are underpinned by knowledge, assumptions and beliefs about how and why particular actions are expected to trigger particular changes. Propositions do not predict change. These propositions are called ‘theories of change’. At TradeMark Africa, the theory of change is synonymous with strategy.

There are several layers to TradeMark Africa’s theory of change. The logic or theories can be viewed as a hierarchy where the inter-relations between the different theories link up across TMA’s areas of work. This section outlines TradeMark Africa’s understanding of the bigger picture and its areas of focus.


Our Pillars For Success

There are various pathways from increased trade to sustainable and inclusive prosperity. TMA's theory relies on the assumption that increasing trade affects the economy in such a way that reduces poverty, particularly for those working in sectors and geographic areas more affected by international trade. At the higher end of the theory of change, we believe two key necessary elements contribute to increasing trade.

Theory of Change

TMA’s theory of change recognises that barriers to trade raise the costs of doing business, thus reducing demand for imports and exports within the region, and between the region and the world. Targeted interventions in select key areas of trade can reduce these costs.

Theory of change