From Ghana to the Globe: An Ethnographic Study of Marketing Local Products in Global Markets, 2010–2025

This ethnographic study examines the marketing strategies used by Ghanaian women entrepreneurs to scale local products for global markets from 2010 to the present. It addresses the research gap concerning how African-led enterprises navigate cultural authenticity, international standards, and digital platforms. The methodology synthesises longitudinal market analysis (2010–2024) with 18 months of immersive fieldwork. This fieldwork, comprising participant observation and in-depth interviews with female founders in the shea butter, artisanal textiles, and organic foodstuffs sectors, provides the empirical depth to analyse strategic evolution over the stated period. Findings reveal that successful strategies are not direct translations of Western models but are deeply embedded in communal knowledge and relational networks. The analysis demonstrates the entrepreneurs’ adept use of digital storytelling to reframe ‘local’ attributes as premium, ethical differentiators, whilst simultaneously navigating persistent logistical and bureaucratic challenges. The study argues for the foundational role of indigenous knowledge and female-led social capital in global marketing efficacy. Its conclusions advocate a reconceptualisation of international business frameworks to centre African women’s experiential expertise, offering critical insights for policy and practice aimed at fostering equitable global trade.