In recent years, information technology (IT) - notably the internet - has been largely adopted on a commercial basis by businesses across the globe. This has been the case in both developed and emerging markets spanning various sectors including education (e-learning); retail (e-commerce); and...

This exploratory study pools together two complementary streams of literature – i.e. marketing and entrepreneurship, drawing upon a single case study of “Auntie Muni,” an informal woman-owned business in the food sector in Ghana’s East Legon area. In our estimation and based on our...