Internet and exporting: the case of Ghana

Abstract

The aim of this article is to describe and assess the use of the Internet by exporters in a development setting. The findings from two surveys in Ghana reveal that the exporters have reached the e‐mail stage and are moving into the Web site stage. At this stage, the main barriers to an increased use are reported to be training, means to finance equipment and running costs, with access problems coming third. The change from face‐to‐face interaction to digitalized interfaces is also a barrier to the spread of Internet use. The Internet is used for pre‐sales activities and the e‐mail for daily communications. The strategy is reactive with high hopes of being discovered rather than active search of their own. The policy and managerial implications are that training and financial packages must be provided and business associations must be active in creating portals of relevance to the exporters, and pressure put on the government to increase infrastructural investments.

Citation

Jull Sørensen, O. and Buatsi, S. (2002), "Internet and exporting: the case of Ghana", Journal of Business & Industrial Marketing, Vol. 17 No. 6, pp. 481-500. https://doi.org/10.1108/08858620210442839