"Marketing Response To Impact Of Climate Change On Agro Food Supply Chains In A Ghanaian Context”

Abstract

The case study adopted the value chain strategy in analyzing the value chain activities of the Food Research Institute in Ghana, a major player in the agro-food supply chain. The study concluded that managers of food processing firms needed to acquire new marketing skills and techniques that enhanced quick response to environmental concerns, in order to ensure sustainability of their businesses. The proposed skills, among others, included knowledge in the use of planning models, which enhanced effective planning and handling of large variety of decisions, and being abreast with models that would ensure efficiency in the primary and secondary activities in the agro food supply chain. High numeracy skills were also required to enhance marketers' ability to analyze available data quickly for timely flow of vital information along the supply chain for decision making. Multi-discipline astuteness, that is, marketing managers' ability to be well knowledgeable in other fields of endeavour would enable managers appreciate different projects along the supply chain, and engender effective collaboration and cooperation among chain members. Judgment competency is an important skill in an entrepreneurial decision-making process, and the quality of good judgment is firmly embedded in a combination of other feeder competencies.