Competing with Marketing Channels and Logistics in Africa's Booming Markets: An Investigation of Emerging Supply Chain Management Practices in Ghana

Abstract

Using Ghana as the African context for testing the applicability of supply chain management, this study reveals that firms there place less emphasis on logistics and channels management practices relative to product and pricing marketing mix elements. However, this situation is changing in response to the perceived positive impact of the regulatory and technological environment on market-share competitive performance. Those firms that emphasize integration of both logistics and channels management practices exhibited the strongest competitive market-share and financial performance; firms whose practices placed moderate emphasis on both logistics and channels management integration reported moderate levels of market-share and financial performance. These results suggest that firms in Ghana compete along a continuum of supply chain integration primarily on the basis of the increasingly market-oriented business environment.

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