Leveraging Technology for Sustainable Growth among Small Enterprises in The Upper West Region of Ghana

Purpose: The purpose of this study is to investigate the adoption and use of technology by Micro, Small and Medium Enterprises (MSMEs) for competitiveness and successful entrepreneurship. Design/Methodology/Approach: This study explored the extent of social media adoption and use, as well as its impact on MSME performance in the Upper West Region of Ghana. The snowball sampling technique was used to identify participants. A total of nine owners participated in face-to-face, in-depth interviews on the adoption and use of technology in their respective fields. This study adopted a qualitative, inductive content analysis phenomenological approach to describe the lived experiences of MSME owners/managers who use social media platforms to conduct business transactions. A thematic analysis technique was used for data analysis. Research Limitation: A relatively small number of owner-participants size was used for the study, covering only the Upper West Region of Ghana. This may suggest the possibility of occurrence beyond the Region’s boundary. Findings: The findings, among other things, indicated that the use of technology has a positive effect on the performance of MSMEs in the study area. The use of social media platforms increased their competitiveness and profitability. The findings further revealed that compatibility, ease of use, data costs, and the acquisition of technological devices are major factors determining their adoption. Practical Implication: With the effective adoption of digital platforms for commercial transactions, in a practical sense, service delivery and payment methods will transcend the physical barriers of personal contact, thereby making transactions more accessible. Social Implication: The social implications could result in higher incomes for business owners and increased engagement of unemployed youth in profitable ventures. The youth would also become inspired by the clear evidence of growth witnessed within the MSMEs locally. Originality/Value: It, therefore, holds its originality in exploring its adaptation to the geographical location.