This book highlights the development of retail marketing in developing economies and presents this sector as a major area of growth and business opportunity. With a special focus on supermarket chains, the authors show that the advancement of technology and infrastructure means that there are now increased electronic capabilities for data collection, giving retailers more opportunities to pursue micro and macro-marketing strategies. The authors explain the evolution of this new era of marketing and the associated impact on all stakeholders, especially consumers. Taking the example of Ghana, which is considered a leader among African nations in the use of loyalty cards, the authors are able to set a benchmark for other emerging countries, especially those that are experiencing similar trends. The book is a valuable resource for students, researchers and foreign companies wishing to expand their knowledge of the marketing strategies employed by emerging economies in Sub-Saharan Africa.

This book is about an analysis of agility in the Ghanaian pineapple supply chain for export. It deals with issues on how managers in the supply chain might cope with changes which are unpredictable or uncertain against the performance of its main competitors in the UK. Using a scale proposed by van der Vorst (2000), the supply chain bottlenecks were identified. Interviews both in Gahana and in the UK enabled the authors to calculate agility gap ratios of the Ghanaian pineapple supply chain based on Oosterhout et al. (2006). It could be concluded that those involved in the Ghanaian pineapple supply chain needed to be more agile in the way they adapt to importers' needs. The Ghanaian supply chain could be considered the least agile confirming that that country has been losing market share in recent years. Proposed agility redesign variables and enablers were then derived for the agility gaps found to embed agility in to the Ghanaian supply chain.