It’s a match : an exploratory study of success factors for business-to-business partnerships between German and Ghanaian companies
- The extant literature has shown that business-to-business (B2B) partnerships are a critical enabler for foreign market entry, cost savings, and product and service quality. Given the lack of research on B2B partnerships involving companies from Africa and the Global North, this study explores the key success factors of partnerships between Ghanaian and German companies. Utilising a phenomenological research design, our qualitative approach involved interviews and focus group discussions with managers, consultants, and government officials in the international trade and business ecosystems of Ghana and Germany. We identify eight key success factors, the most frequently mentioned are trust, enterprise-level reputation, negotiation power, and country-level image. Based on our findings, we show avenues for future research on enduring B2B partnerships between companies from Africa and the Global North.
| Author of HS Reutlingen | Züfle, Simon; von Carlowitz, Philipp |
|---|---|
| URL: | https://www.adonis-abbey.com/pdf/3963_article.pdf |
| DOI: | https://doi.org/10.31920/1750-4562/2024/v19n4a12 |
| ISSN: | 1750-4554 |
| Erschienen in: | African journal of business and economic research |
| Publisher: | Adonis & Abbey |
| Place of publication: | London |
| Document Type: | Journal article |
| Language: | English |
| Publication year: | 2024 |
| Tag: | Africa; B2B; Germany; ghana; partnership; sales |
| Volume: | 19 |
| Issue: | 4 |
| Page Number: | 22 |
| First Page: | 245 |
| Last Page: | 266 |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Ja |
| Licence (German): |  Open Access |
