E-commerce capabilities of a Ghanaian used car retailer

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.