Competitive strategy and performance in Southern Ghana

John A. Parnell, John E. Spillan and Edwin C. Mensah

International Journal of Management and Enterprise Development, 2014, vol. 13, issue 2, 109-129

Abstract: There is a dearth of academic work investigating the effectiveness of competitive strategies in retail organisations in emerging nations, particularly within sub-Saharan Africa. This study investigates the relationship between business strategy and performance in business enterprises in Southern Ghana. Data from 184 firms in Accra, Tema and Kumasi suggest that - in terms of both financial and operating performance - Ghanaian retailers employing a combination of cost leadership and differentiation strategies outperformed those adopting only one of the two pure strategies.

Keywords: business strategy; marketing strategy; business performance; strategy formation; management functions; marketing function; marketing organisations; Ghana; retailing; financial performance; operating performance; cost leadership; differentiation strategies. (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijmede:v:13:y:2014:i:2:p:109-129

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