FMR > Volume 3, Number 3, July 2019

Building the Corporate Reputation of Non-Traditional Export Firms in Ghana: Conceptualizing the Customers’ Perspective
DOI: 10.22606/fmr.2019.33004

Author(s)
John Amankwaa, Krishna Govender
Affiliation(s)
School of Management, IT and Governance, University of KwaZulu-Natal, South Africa
Da Vinci Institute of Technology Management, South Africa
Abstract
In the export trade, it is prudent to understand the customer and the customers’ perception of the quality of the corporate reputation of non-traditional export (NTE) firms will make the NTE firms competitive. Many countries have launched diversification programmes to promote the NTE commodities. In Ghana, there are over 383 different NTE products, while about 3 000 firms have registered with the Ghana Export Promotion Authority. In the past few years, however, some products from Ghana have faced a ban or threats of a ban from the European Union (the largest trading partner), as well as Ghana’s Ministry of Food and Agriculture, for exporting less quality products. Hence, NTE firms in Ghana are facing a challenge of maintaining a good reputation, particularly, from the customers’ perspective. In light of the above, this conceptual paper will draw from the extant literature on corporate reputation and propose a framework for building the corporate reputation for NTE firms in Ghana.
Keywords
Reputation, corporate reputation, export, non-traditional products
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