Performance improvement in businesses – ethical considerations and strategies


Performance improvement is a crucial element for the success of any business, and Ghanaian businesses are no exception. In today’s highly competitive business environment, companies must continuously strive to improve their performance to remain relevant and achieve long-term success.

As per a recent report by the World Bank, Ghana’s economy is projected to grow by 4.9percent in 2023, indicating the potential for increased business opportunities and competition. This growth underscores the need for businesses to prioritize performance improvement efforts to maintain a competitive edge.

However, performance improvement efforts must be undertaken with ethical considerations in mind, ensuring fair treatment of employees and transparency in performance evaluation and management. In Ghana, ethical considerations are particularly important given the country’s strong cultural values, including the concept of ‘Ubuntu’, which emphasizes the interconnectedness of individuals and the importance of community. Thus, businesses in Ghana need to approach performance improvement in a way that aligns with their core values and mission, while also prioritizing ethical considerations.

In this article, we will explore the importance of performance improvement for Ghanaian businesses, the ethical considerations that should be taken into account, and practical strategies for improving performance while staying true to ethical values.

Importance of performance improvement for business success in Ghana

Whether it’s a small-scale enterprise or a large corporation, the power to continuously enhance performance is key to staying ahead of the competition, adapting to market changes, and achieving long-term growth.

According to a study by McKinsey & Company, companies that prioritize performance improvement have a 19percent higher return on equity compared to companies that do not prioritize it. Furthermore, performance improvement can help companies adapt to changes in the market, stay ahead of competitors, and attract and retain top talent. Achieving business success in Ghana requires a proactive approach to performance improvement. Here are key reasons why performance improvement is crucial for Ghanaian businesses:

Enhancing competitiveness – In a dynamic business setting, staying competitive is key. Performance improvement enables Ghanaian businesses to differentiate themselves from competitors by optimizing their operations, improving efficiency, and delivering superior products or services. When businesses continuously improve their performance, they can gain a competitive edge and attract customers in the marketplace.

Driving profitability – Performance improvement directly impacts profitability. By identifying and addressing inefficiencies, streamlining processes, and reducing costs, Ghanaian businesses can maximize their financial returns. Improved performance leads to enhanced productivity, resource utilization, and ultimately, increased profitability.

Meeting customer expectations – Customer satisfaction is the foundation of business success. Performance improvement helps Ghanaian businesses meet and exceed customer expectations by delivering high-quality products or services, improving customer service processes, and ensuring timely delivery. Meeting customer needs fosters loyalty, strengthen brand reputation, and drives repeat business.

Navigating market challenges – The industry backdrop in Ghana presents various challenges such as regulatory changes, market volatility, and technological advancements. Performance improvement equips businesses with the necessary agility and adaptability to maneuver these challenges effectively. By incessantly improving their operations and staying responsive to market dynamics, Ghanaian companies can withstand uncertainties and seize opportunities to succeed.

Promoting innovation – Performance improvement creates a culture of innovation within organizations. When employees are encouraged to identify areas for improvement, experiment with new ideas, and share best practices, local businesses can cultivate a culture of innovation. This not only improves operational efficiency but also enables the development of innovative products, services, or business models that drive growth and market differentiation.

Ethical considerations for performance improvement in Ghanaian businesses

The strategies and ethical considerations discussed in the article are all relevant to Ghanaian businesses and can help drive performance improvement while ensuring ethical and sustainable practices. However, it’s important to recognize that the pursuit of better performance must be guided by ethical considerations. The following are key ethical considerations that must be taken into account when implementing performance improvement strategies:

Aligning performance improvement efforts with company values and mission – It’s important for companies to ensure that their performance improvement efforts are aligned with their overall mission and values. This helps to maintain consistency in the company’s objectives and promotes a culture of ethical behavior.

Based on a report by the World Bank, Ghana’s economy grew by 6.5percent in 2021, with an expected growth rate of 6.8percent in 2022. This growth presents an opportunity for businesses in Ghana to coordinate their performance improvement efforts with their values and mission to sustain growth and improve profitability.

Fair treatment of employees in the performance improvement process – Companies need to ensure that their employees are treated fairly when implementing performance improvement strategies. This means that employees should be given equal opportunities to improve their performance and should not be subject to discriminatory practices. A study conducted by the Ghana Employers’ Association found that fair treatment of employees leads to increased employee motivation and improved job satisfaction, which in turn leads to better overall business performance.

Transparency in performance evaluation and management – Organizations need to be transparent in their performance evaluation and management processes. This includes providing employees with clear performance expectations, regularly communicating their progress, and being open to feedback.

Transparency in performance evaluation and management helps to build trust between employers and employees and creates a positive work environment. This, in turn, leads to improved employee performance and business success. Therefore, ethical considerations are essential for the success of performance improvement efforts in Ghanaian businesses.

Strategies for performance improvement in Ghanaian businesses

Within the dynamic business environment in Ghana, implementing effective strategies for performance improvement is vital. By adopting targeted approaches and leveraging best practices, businesses can optimize their operations and drive overall performance.

Key performance indicators (KPIs) that are relevant to Ghanaian businesses

KPIs are metrics that measure an organization’s performance against its goals. In Ghanaian businesses, some common KPIs include revenue growth, customer satisfaction, employee turnover rate, and return on investment. According to a recent survey conducted by PwC, the top three KPIs used by Ghanaian companies are revenue growth (57percent), cost reduction (33percent), and customer satisfaction (32percent). By tracking and analyzing these KPIs, companies can make informed decisions to improve their overall performance.

Creating a culture of continuous improvement

A culture of continuous improvement involves a company’s commitment to ongoing efforts to enhance its operations, products, and services. This is particularly important for Ghanaian businesses, as a survey conducted by the World Bank found that inefficient regulations and lack of infrastructure were the top two constraints to doing business in Ghana. By promoting a culture of continuous improvement, companies can identify and address inefficiencies and improve their overall productivity and profitability.

Coordinating performance improvement efforts with business strategy

For performance improvement efforts to be effective, they must be synchronized with the company’s overall strategy. This involves identifying the company’s goals and objectives and then developing performance improvement initiatives that support those goals. According to a survey conducted by McKinsey & Company, companies that coordinate their performance improvement efforts with their strategy are twice as likely to achieve their performance goals compared to those that don’t.

Collaboration and teamwork in driving performance improvement

Collaboration and teamwork are essential for driving performance improvement in Ghanaian businesses. In a study conducted by Harvard Business Review, companies that promote collaboration are five times more likely to be high-performing compared to those that don’t. This is particularly important in Ghana, where a lack of infrastructure and skilled workers can make it challenging for businesses to achieve their performance goals.

Overall, by focusing on these strategies for performance improvement, Ghanaian businesses can enhance their general performance, improve their competitive edge, and contribute to the country’s economic growth.

Support and resources to employees

In addition to creating a culture of continuous improvement and collaboration, providing support and resources to employees is crucial for successful performance improvement in Ghanaian businesses. This can involve investing in employee training and development programs, providing access to necessary tools and technologies, and offering competitive compensation and benefits packages.

Through offering these resources and support, businesses can not only improve the performance of individual employees but also create a sense of loyalty and commitment among their workforce. This can lead to increased employee satisfaction and retention, ultimately resulting in higher levels of productivity and profitability for the business.

Research has also shown that investing in employee development and support can have a significant impact on performance improvement. As per a study by the Association for Talent Development, companies that offer comprehensive training programs have 218percent higher income per employee than those with less comprehensive training. Furthermore, a report by the World Economic Forum found that companies with strong employee engagement have a 4.5 times higher revenue growth rate compared to those with lower engagement levels.

Therefore, Ghanaian businesses need to prioritize the provision of support and resources to their employees as part of their overall performance improvement strategy. This can not only improve business outcomes but also contribute to the overall growth and development of the Ghanaian economy.


Finally, in a rapidly changing business world, performance improvement is essential for the success of any organization. Moreover, to the World Bank, Ghana’s economy grew by 3.1percent in 2020 despite the challenges of the COVID-19 pandemic, highlighting the resilience and potential of Ghanaian businesses. However, to sustain and build on this growth, companies in Ghana must prioritize performance improvement efforts.

Effective performance improvement strategies require a strong commitment to ethical considerations, including fair treatment of employees and transparent performance evaluation and management. Ghanaian businesses that prioritize ethical considerations in their performance improvement efforts are more likely to attract and retain top talent, maintain good relationships with customers and suppliers, and ultimately achieve long-term success.

Additionally, aligning performance improvement efforts with company values and mission, creating a culture of continuous improvement, and promoting collaboration and teamwork can help businesses in Ghana identify and address areas for improvement, enhance efficiency, and ultimately achieve better results.

As a final point, performance improvement is essential for the success of Ghanaian businesses, but it must be approached with a strong commitment to ethical considerations and effective strategies. By doing so, businesses in Ghana can not only achieve their goals but also contribute to the growth and development of the country’s economy.

>>>the writer is a management and business consultant with 10 years of industry experience, CEO of Commec Group, and writer. A multiple award-winning consultant delivering exceptional results for clients. Specializes in strategy and planning, operations, project & change management, innovation, and performance improvement. Contact: [email protected] | 0507038639


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