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This study aims to examine the effect of market orientation on foreign knowledge acquisition. It also assesses the moderating role of absorptive capacity in the relationship between foreign knowledge acquisition, firm innovativeness and performance.

A questionnaire was administered to 257 respondents who were owners, managers or owner/managers of export firms in Ghana. The data were analyzed with structural equation modeling.

The findings show that customer orientation significantly influenced foreign business knowledge acquisition but not performance, and that competitor orientation significantly influenced both foreign business knowledge acquisition and firm innovativeness. Absorptive capacity was found to play a significant role in linking foreign business knowledge to innovativeness.

The study adds to the literature on knowledge management in firms by identifying the moderating role of absorptive capacity in the relationship between foreign business knowledge acquisition, innovativeness and performance.

The purpose of this paper is to examine the role of social interaction ties, trust and business networks in the acquisition of foreign business knowledge and foreign institutional knowledge. It also assesses the effect of these types of knowledge on small and medium enterprises’ (SME) export performance. Furthermore, this study determines the moderating role of absorptive capacity in the relationship between foreign business knowledge, foreign institutional knowledge and export performance.

This study used a survey research design using data from nontraditional SME exporters in Ghana. There were 257 respondents who were employees (managers/owners) of SMEs in Ghana. The model was analyzed using structural equation modeling.

Social interaction ties, trust and business networks have a significant effect on the acquisition of foreign business knowledge and foreign institutional knowledge. Furthermore, foreign business knowledge and foreign institutional knowledge have a significant positive effect on export performance. The path between foreign business knowledge and export performance is also moderated by absorptive capacity. However, the moderating role of absorptive capacity in the relationship between foreign institutional knowledge and export performance is not significant.

This study uses social capital to explain how SMEs acquire foreign business knowledge and foreign institutional knowledge, and how both affect SMEs’ export performance. Furthermore, it tests the moderating role of absorptive capacity in the relationship between foreign business knowledge, foreign institutional knowledge and export performance.

This paper examines the dark side of mentoring, its far-reaching effects and organizational interventions for navigating it.

Literature review and narrative analysis are adopted to achieve the objective of the paper.

Review of extant literature highlights the multiple consequences of the dark side of mentoring. Recommendations include specialized training interventions, period appraisals of formal mentoring arrangements, zero-tolerance ethical frameworks and employee assistance programmers.

A substantive portion of literature on mentoring has lauded its benefits for career progression and competitive advantage. This viewpoint explores its limitations and liabilities in an organization.

This paper aims to draw the attention of the academic scholars to how marketing of horti-tourism can take action to contribute to tourism agenda 2030.

Reviewing literature on tourism, this paper builds a case for marketing horti-tourism based on the research gaps in literature, and future research directions are proposed to aid in the achievement of tourism agenda 2030.

Scholarly research on horti-tourism remains scarce, and more research attention is suggested on this subject matter. The tourism sector produced varied forms of tourism where horti-tourism is associated with horticulture farms, vegetable gardens and flower gardens which provide direct gains such as employment creation, foreign currency earnings, income generation source, poverty reduction and other gainful commercial activities. Despite the importance attached to this form of tourism in literature, less research has been conducted to market its relevance to nations and businesses. Much academic studies are needed to project this form of tourism.

This perspective paper serves as a call for tourism firms, governments and other stakeholders within and outside to make theoretical and practical contributions by marketing horti-tourism destinations to visitors which aid in the UN Tourism Agenda of 2030.

这篇文章提出观点和视角, 旨在引起学术界学者对 2030 年旅游议程的关注, 通过园艺旅游营销, 如何采取行动为推动 2030 年旅游议程做出贡献。

本文回顾了旅游业的相关文献, 根据文献中的研究空白构建了营销园艺旅游的案例, 并提出了未来的研究方向, 以帮助实现 2030 年旅游议程。

关于园艺旅游的学术研究仍然很少, 建议对该主题进行更多的研究关注。旅游业产生了多种旅游形态, 其中园艺旅游与园艺农场、菜园和花园相关, 提供直接收益：如创造就业、外汇收入、拓展收入来源、减贫和其他有收益的商业活动。尽管在众多文献中都很重视这种旅游形态, 但很少研究其与国家和企业的相关性, 需要大量的学术研究来预测这种形式的旅游。

这篇观点文章呼吁国内外的旅游公司、政府和其他利益相关者通过向游客营销园艺旅游目的地来进一步取得理论和实践成果, 以帮助推动联合国 2030 年旅游议程。

Este documento tiene como meta analizar cómo el marketing de Horti-turismo puede contribuir al desarrollo de la agenda del turismo 2030.

Se ha realizado una revisión de la literatura en bases de datos científicas de impacto a nivel internacional sobre la comercialización del horti-turismo.

La investigación prospectiva sobre horti-turismo sigue siendo escasa y se sugiere más atención científica sobre este tema. El sector turístico produjo variadas formas de turismo donde el horti-turismo está asociado con granjas de horticultura, jardines vegetales y jardines de flores que proporcionan beneficios directos como la creación de empleo, ganancias en divisas extranjeras, fuente de generación de ingresos, reducción de la pobreza y otras actividades comerciales lucrativas. A pesar de la importancia atribuida a esta forma de turismo en la literatura, se ha prestado menos atención en la comercialización a las naciones y las empresas. Se ha puesto de manifiesto la necesidad de desarrollar más estudios para formentar esta forma de turismo.

Este artículo exploratorio permite a las empresas de turismo, los gobiernos y otras partes interesadas dentro y fuera realizar contribuciones teóricas y prácticas a fin de comercializar sus productos en destinos de horti-turismo y, con ello, fomentar el desarrollo Agenda de Turismo de las Naciones Unidas de 2030.

Despite the potential benefits of family businesses, their dynamics present peculiar challenges that hinder the realisation of their full potential. This paper sought to assess the relationship between family dynamics and business development in Africa. The authors explored the dynamics of African family structures and how these structures impact family businesses.

The paper adopted an analytical and interpretative approach to existing literature and contemporary practices in family business operations. The approach helped to synthesise emerging trends in family business operations and offered novel insights into family-owned businesses.

The findings revealed that, though family businesses have a lot to contribute to development, family dynamics can threaten their sustainability if not well moderated. Based on the findings, the authors recommend trust and transparency as critical pillars for sustained family-owned business growth. They recommend further that communication channels, documented policies and procedures and well-established feedback channels are strategies that can guide stakeholders in family businesses to build trust and transparency in the business.

The paper throws light on the unique contributions of family businesses to communities and individuals and the Sustainable Development Goals (SDG). It is also an eye-opener to this relatively grey area and opens deeper discussions about sustaining family businesses.

This chapter provides creative industries as a sector of the economy that is largely dependent on audiences and in most cases, a shared experience in some form of intimacy. There is no art that does not require an audience – most activities in this space thrive on the energy of audiences. Consequently, our main focus in this chapter is to assess the impact of the restrictive measures around COVID-19 on the Creative Industries in Africa.

This chapter explores the creative industries in Africa from a digital perspective. This ranges from digital advertising, design, fashion, film and music production to digital publishing and photography. There have been quite a range of innovative developments in the global value chain, which are also explored such as the deployment of artificial intelligence and augmented and virtual reality. Everything Digital – Fashion, Film, and Music production and distribution – is considered in the chapter. It also paves the way for further interrogation of the legal landscape and intellectual property challenges in the creative industries – which is the focus of Chapter 6.

Market orientation and positioning have been widely recognized as organizational metrics linked to hotel performance. The purpose of this study is to offer the link among market orientation, positioning and hotel performance in Ghana’s (luxury) hotel sector. It also reports on the joint influence of market orientation and positioning on hotel performance in the same sector.

Three hypotheses were investigated on the link between market orientation and hotel performance, positioning and hotel performance, and the joint effect of market orientation and positioning on hotel performance. A survey of star-rated (luxury) hotels in the capital city of Ghana was used. One hundred and five responses were used in the analysis. Descriptive statistics, exploratory factor analysis and hierarchical regression were used to test the three hypotheses.

All hypotheses were accepted. Market orientation and positioning jointly affect hotel performance, and the study provides hotel managers with suggestions on how to enhance their performance via market orientation and positioning.

Market orientation, positioning, and performance measures focused on management perspectives without including perceptions of customers.

This study is one of the few attempts to systematically investigate the intertwined concepts of market orientation, positioning and performance in a developing economy hospitality context.

In this chapter, the discussion revolves around Africa’s engagement with the new Europe in a post-Brexit era – which, like AfCFTA, also became effective on 1 January 2021. The chapter discusses, on a broader level, Europe–Africa relations in the creative industries. Specific examples are drawn from the Commonwealth Agenda, and the France/German/Dutch relations at both the public and private spheres.

Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.

A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data.

The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise.

This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study.

To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.