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Strategic Marketing of Higher Education in Africa
Strategic marketing of higher education encompasses the efforts made by tertiary
or higher education institutions to develop a better understanding of the needs of
their prospective customers in order to design products and services to meet…
or higher education institutions to develop a better understanding of the needs of
their prospective customers in order to design products and services to meet…
Assessing the roles of foreign knowledge acquisition and absorptive capacity in the relationship between market orientation, innovativeness and performance
The effects of market orientation (MO) have received much attention from researchers (Ozkaya et al., 2015). Narver and Slater (1990) identified three dimensions of MO: customer orientation (CuO), competitor orientation (CoO) and inter-functional…
Examining the marketing-corporate social responsibility nexus
Purpose – The purpose of this paper is to examine how corporate social responsibility is incorporated
into marketing strategy for a leading telecommunications firm (MTN) in Ghana. The paper examines the
corporate social responsibility practices of…
into marketing strategy for a leading telecommunications firm (MTN) in Ghana. The paper examines the
corporate social responsibility practices of…
The relationship between social interactions, trust, business network, external knowledge access and performance: a study of SMEs in Ghana
Abstract
Purpose – 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…
Purpose – 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…
Qualitative Insights into Market Orientation
in Small Ghanaian Businesses
Due to their importance to economic development, small businesses are the subject of multidisciplinary streams of
business research. This current paper focuses on exploring the market orientation posture of small businesses
operating in Ghana. Cast…
business research. This current paper focuses on exploring the market orientation posture of small businesses
operating in Ghana. Cast…
Value co-creation and employee service behaviours: The moderating role of trust in employee - hotel relationship
Value co-creation (VC) is generally considered as having mutually beneficial implications for all actors involved. Nonetheless, emerging evidence on value co-destruction and its consequences on the wellbeing of co-creating actors implies that…
An interrogation of the dialogic potential of insurance firm websites in Ghana
This paper examines the dialogic potential of insurance firms’ websites in Ghana. Research was executed via a content analysis of insurance companies’ websites in Ghana using Kent and Taylor’s (1998) dialogic framework. Insurance companies in Ghana…
Managing market innovation for competitive advantage: how external dynamics hold sway for financial services
: From the complexity theory, it is argued that external factors largely determine the effectiveness of firm-level strategies. Hence, firms must seek to align their strategies such as market innovation with the prevailing business environment to…
Exploring Consumers’ Intention to Adopt
Mobile Payment Systems in Ghana
In this paper, the authors examined consumers’ intention to adopt and use mobile payment methods in
Ghana. Data for the study was obtained from a sample of 260 respondents through online and direct
survey using structured questionnaire. Structural…
Ghana. Data for the study was obtained from a sample of 260 respondents through online and direct
survey using structured questionnaire. Structural…