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This volume offers a comprehensive examination of the dynamic and evolving landscape of African entrepreneurship and small and medium-sized enterprises (SMEs) in the context of the Covid-19 pandemic and its aftermath. Bridging historical perspectives with contemporary challenges, it presents a nuanced analysis of how African entrepreneurs have demonstrated resilience and adaptability in the face of unprecedented global disruption.
Drawing on a diverse range of regional experiences and sectoral insights, the book provides a balanced narrative highlighting both success stories and critical policy implications for the post-pandemic era. Key themes include technological innovation and digitization, customer relationship management, and financial strategies, all explored through a contextually grounded lens. This timely and insightful collection offers valuable guidance for scholars, policymakers, and practitioners seeking to understand and support the sustainable growth of African SMEs in a rapidly changing global environment.
List of contents
Chapter 1: Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa The Realities of Post COVID-19 ERA.- Chapter 2: Entrepreneurship and Innovation in Ghana - Post Covid-19 Realities.- Chapter 3: Creating and Sustaining Competitive Advantage in Small and Medium-Sized Enterprise (SME s).- Chapter 4: Technology and Digitization in Small and Medium-Sized Enterprises in Ghana: Impact on Financial Performance.- Chapter 5: Sustainability marketing, social responsibility, ethics, and SME performance: the moderating role of government regulations.- Chapter 6: Leveraging Digital Technologies for Enhanced Complaint Management In Delivery Service SMEs: Insights From Ghanaian Consumer Behaviour.- Chapter 7: SMEs in the 4th Industrial Revolution: A Marketing Shift.- Chapter 8: The Role and Relevance of Marketing in Small and Medium-Sized Enterprises (SMEs) in Africa.- Chapter 9: Strategic Marketing Planning in Small and Medium-Sized Enterprises (SMEs).- Chapter 10: The role of digital advertising and AI-based public relations in Brand promotions: Conceptual Framework.- Chapter 11: Financial management among SMEs in Africa: The Ghanaian Case.- Chapter 12: The Role Entrepreneurial Orientation And Social Media Marketing On SMEs Performance.- Chapter 13: Building A Strong Online Presence For Small And Medium Enterprises: An Emerging Market Perspective.- Chapter 14: Chatbots and AI-based marketing as a digital marketing communication strategy for SMEs in Africa: Conceptual Framework.- Chapter 15: Dynamics of Small and Medium Enterprises' Borrower Characteristics and Credit Risk in Ghana.- Chapter 16: Conclusion and Reflections.
About the author
Emelia Amoako Asiedu,
Associate Professor, Heads department of Marketing at GCTU Business School.
Richard Kofi Asravor ,
Senior Lecturer, Heads department of Economics at GCTU Business School.
George Oppong Appiagyei Ampong,
is the Dean of GCTU Business School.
Robert Ebo Hinson
is a Marketing Professor at the University of Ghana.
