First Author:   Bruno Versaevel EM LYON Business School versaevel@em-lyon.com   23 avenue Guy de Collogue Ecully, 69134, France   +33+(0)4 78 33 79 08(Phone) +33+(0)4 78 33 79 08(Fax) Second Author: Désiré Vencatachellum African Development Bank dv@hec.ca   3000 cote Sainte Catherine Montreal, H3T 2A7, Canada   +216+20 90 90 20(Phone)