The Current Marketing Practices in Ghana

Kwaku Appiah-Adu and Satyendra Singh

Chapter Chapter 8 in Business Practices in Emerging and Re-Emerging Markets, 2008, pp 153-165 from Palgrave Macmillan

Abstract: Abstract The purpose of this study is to conduct an empirical investigation into the differences between the marketing orientation of foreign and domestic manufacturing firms in Ghana. Specifically, an attempt was made to determine the marketing functions and to distinguish between the actual performance of marketing activities in the firms selected. Data was obtained from 79 companies representing local and foreign firms in eight foreign countries spread across Europe, North America, and Asia. Our analysis indicates that, on the whole, foreign firms perceive marketing functions as more important and tend to perform more marketing activities compared with domestic firms. Managerial implications of our findings and study limitations are discussed alongside future research directions.

Keywords: Foreign Firm; Market Orientation; Domestic Firm; Foreign Company; Marketing Activity (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-61101-6_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230611016

DOI: 10.1057/9780230611016_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().