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 narrativehighlighting 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.
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 (SMEs).
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.
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.
