Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach

Sadick Alhaji Husseini ()
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Sadick Alhaji Husseini: Corvinus University of Budapest

Journal of Emerging Trends in Marketing and Management, 2022, vol. 1, issue 1, 9-17

Abstract: This study explores entrepreneurship orientation in an emerging market. The review from existing literature describes the interest of marketing scholars in the understudied African emerging market. Ghana is among the emerging market characterized with the advancement in market climate for entrepreneurship. The level of awareness to create business opportunities to entrepreneurs is driven by the government economic policy. However, the nature of the challenges faced by entrepreneurs in an emerging market suggest that the outcome of entrepreneurship orientation is often uncertain. The aim of the study is to explore an in-depth understanding of entrepreneurship orientation which is under researched in an emerging market. Drawing from the data obtained through an in-depth interview in sub–Saharan Africa, Ghana, a grounded theory method was used. The study generates insight on the concept of entrepreneurship orientation as the central themes in the life world of the participants. This was established from the data through the three stages of coding: Open Coding, Axial Coding, and Selective Coding. It contributes to theoretical contribution by urging marketing scholars to contextualise entrepreneurship orientation research in emerging countries by applying new theories, other than those relevant to the context of developed economies.

Keywords: Entrepreneurship Orientation; Emerging Market; Grounded theory; Ghana. (search for similar items in EconPapers)
JEL-codes: L26 M21 M5 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2022:i:1:p:9-17

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