The execution of marketing strategies in a developing economy: A case study of selected market leaders

The execution of marketing strategies in a developing economy__ A case study of selected market leaders.pdf

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Title

The execution of marketing strategies in a developing economy: A case study of selected market leaders

Creator

Kwaku Appiah-Adu, George Kofi Amoako

Description

Purpose
– The purpose of this paper is to examine how market leaders use marketing strategies to maintain strong performance in their respective sectors within different economic contexts in an emerging developing economy.
Design/methodology/approach
– Case studies of three consistent, high performing market leaders based on the Ghana Club 100 rankings over the past decade are conducted. This involves structured interviews with chief executive officers (CEOs) and chief marketing officers (CMOs) of the organisations studied.
Findings
– The findings indicate that irrespective of the country of origin of the firm, or the economic context in a developing country, effective marketing strategies can be used to enhance the performance of organisations in their respective sectors.
Originality/value
– The …

Publisher

Emerald Group Publishing Limited

Date

2016

Source

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&citation_for_view=hXmr_bYAAAAJ:gmHTDCtJMcoC

Language

English