Qualitative Insights into Supply Chain Management of Herbal Medicine in Ghana

A qualitative exploratory study was conducted on supply chain and the related risk management at Adutwumwaa Herbal Industries Limited (AHL) in Ghana. The study employed a case study research strategy using semi-structured interview guide as data collection tool. Thematic analysis was used to analyse the qualitative interviews involving five senior officers from the company. They served as Key Informants for the study. Major Themes that were derived from supply chain management were supply chain approach, management of risk to avoid supply chain break down and supply chain management pitfalls facing organisations. The supply chain approach involved sourcing of raw materials, route to market and distribution of products. Management of safety stock for its flagship brands, using multiple sourcing and technological innovations were adopted in managing risk to avoid supply chain breakdown. Unreliable supply of packaging and labeling materials from suppliers and disruption from Food and Drug Authority were the key supply chain management pitfalls facing the company. The study suggests that if herbal medicine companies want to retain competitive edge then they must pursue supply chain operational excellence by reassessing and adjusting its distribution capabilities periodically to improve responsiveness.