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E-commerce capabilities of a Ghanaian used car retailer

Richard Boateng (University of Ghana Business School, University of Ghana, Accra, Ghana)
Joseph Budu (University of Ghana Business School, University of Ghana, Accra, Ghana)
Sheena Okai (PearlRichards Foundation, Accra, Ghana)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 9 March 2012


Subject area

Enterprise, Strategy.

Study level/applicability

This case study is about a used car retailer in an African country, specifically Ghana. Lessons drawn from the case could be applied in societies which are highly socialised; not individualistic.

Case overview

Ghana is one of the first African countries to be hooked up to the internet. However, there has been a very slow uptake of “traditional” e-commerce applications due to a number of critical factors including a legal framework, and electronic payment system. Despite these challenges, some firms are making strides to use the power of the internet to enhance their operations. For example, the case firm uses social relationships to sell its first stock of cars and to re-design its website. Other findings and lessons from this case could be applied to similar contexts.

Expected learning outcomes

An understanding of how society influences business operations, especially in an African or Ghanaian context. Learners can also draw lessons that could be applicable to enhancing and growing the e-commerce capabilities of offline firms.

Supplementary materials

Teaching notes.



Boateng, R., Budu, J. and Okai, S. (2012), "E-commerce capabilities of a Ghanaian used car retailer", Emerald Emerging Markets Case Studies, Vol. 2 No. 1.



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Copyright © 2012, Emerald Group Publishing Limited