MD Service-Dominant Logic and Supply Networks: Missed Opportunities for Businesses in Ghana?

Despite the developing body of literature on service dominant logic, the concept seems to have limited exposure, leaving the vast majority, especially academics and practitioners in most developing countries in oblivion. This paper assesses the level of dissemination of service dominant logic in Ghana, and further examines how the logic can be applied to supply networks to improve business processes and performance across the African continent.This empirical qualitative research adopts the constant comparative analytic approach to generate concepts and categories through various stages of coding. The findings revealed that almost all participants sampled have no prior knowledge about the existence of the logic. This notwithstanding, Practitioners based on knowledge acquired during the interview process were optimistic that applying service dominant logic to supply networks can lead to improvements in business performance. The paper thus addresses the deficiency of service dominant logic’s dissemination to academics and practitioners in the Ghanaian context, whilst providing support for its significance in improving performance when applied to supply networks.