Title: Innovation and marketing in Africa - a Ghanaian perspective

Authors: George K. Amoako; Joshua Kofi Doe; Felicia De Heer

Addresses: Department of Marketing, Central Business School, Central University College, P.O. Box 2305, Tema, Ghana, West Africa ' Department of Marketing, Central Business School, Central University College, P.O. Box 2305, Tema, Ghana, West Africa ' Department of Marketing, Central Business School, Central University College, P.O. Box 2305, Tema, Ghana, West Africa

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.

Keywords: Africa; Ghana; innovation challenges; marketing; literature review.

DOI: 10.1504/IJTMKT.2014.065407

International Journal of Technology Marketing, 2014 Vol.9 No.4, pp.356 - 375

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 23 Oct 2014 *

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