Innovation and marketing in Africa - a Ghanaian perspective
by George K. Amoako; Joshua Kofi Doe; Felicia De Heer
International Journal of Technology Marketing (IJTMKT), Vol. 9, No. 4, 2014

Abstract: Innovation is a natural part of all human societies. Africans are probably more innovative than other races, if necessity is the mother of invention, and yet have realised the least benefits from the exploitation of innovation in the performance of marketing and business activities. This paper reviews literature from various sources to throw more light on the issues and challenges that confront the exploitation of innovation and marketing in Africa. Based on the evidence given the paper suggests areas where attention need to be drawn in order to enhance Africa's ability to exploit innovations and marketing.

Online publication date: Fri, 31-Oct-2014

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