Innovative Business Practices in Ghanaian Sub-Saharan Africa: An Action Research Perspective

In Ghanaian Sub-Saharan Africa, traditional business practices are evolving amidst increasing competition and technological advancements. An action research approach was employed, involving semi-structured interviews with a purposive sample of 30 small and medium-sized enterprises (SMEs) across various sectors. Data were collected through face-to-face meetings and digital surveys. The findings suggest that SMEs in Ghana are increasingly adopting technology-enhanced sales strategies, which have shown a significant increase in customer engagement by 25% compared to traditional methods. This study underscores the importance of leveraging technological innovations for business growth in Ghana's SME sector. Local policymakers should support the adoption of digital technologies through training programmes and incentives, thereby fostering sustainable development within the economy.