This call was made during the 45th Management Week celebration hosted by the University of Ghana Business School (UGBS) at its Legon campus on Wednesday.

The event was on the theme: "Marketing Innovation and Entrepreneurship as Catalysts for Success in a 24-Hour Economy."

Speakers stressed that entrepreneurship and marketing innovation are key to helping businesses adapt to consumer needs at all hours, unlock economic opportunities, and drive resilience, competitiveness, and inclusive growth.

Launched on July 2, 2025, the 24-hour economy initiative is a government policy aimed at encouraging businesses and public institutions to operate around the clock in three eight-hour shifts to increase productivity and generate decent employment.

Professor Nana Aba Appiah Amfo, Vice-Chancellor of the University of Ghana, highlighted the urgency for Ghana to align with rapid global technological advancements.

"The world's rapid technological evolution demands interventions that support round-the-clock commerce while creating the right atmosphere for consistent value creation and customer-centric approaches to business," she said. "The school is already in a 24-hour economy with its regular, weekend and online programmes, and developing thought leaders and change makers that would spearhead the country's economic transformation," Professor Amfo added.

Professor Justice Bawole, Dean of UGBS, emphasised embedding entrepreneurship into Ghana's culture to realise the full benefits of the policy.

"As a nation, entrepreneurship must be a culture, not an afterthought to make the 24-hour economy implementation yield impact on Ghanaians," he said, encouraging the youth to develop innovative solutions that meet societal and industrial needs.

"For young people to thrive in the modern economy, they need to transition from being consumers to creators-an objective that UGBS actively pursues by blending theoretical knowledge with practical application of real-life business situations," he noted.
He also outlined UGBS' commitment to responsive education, referencing the introduction of 15 new market-driven programmes in areas such as entrepreneurship, tax policy, and accounting over the past six years.

Nii Doodu Doodoo, Country Director of the British Council for Ghana, Sierra Leone, and Cameroon, stressed the government's role in fostering entrepreneurship through institutional collaboration.

"The government must not leave out entrepreneurship, but provide a network of institutions," he said, calling for stronger partnerships with the private sector to support startup growth.

He expressed confidence that with the right structures, the initiative could enhance productivity and create sustainable employment opportunities for Ghanaian youth.

The Management Week celebration served as a platform for deliberating practical strategies to advance Ghana's 24- hour economy agenda and its potential for economic transformation.