Premium
Alternative Positioning Strategies for Services in Ghana
Author(s) -
Coffie Stanley,
OwusuFrimpong Nana
Publication year - 2014
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.21652
Subject(s) - typology , business , marketing , service (business) , exploratory research , reliability (semiconductor) , qualitative property , qualitative research , exploratory factor analysis , computer science , sociology , social science , machine learning , anthropology , power (physics) , physics , quantum mechanics
In spite of its acknowledged importance for the success of the organization, there is little evidence of studies into positioning in sub‐Saharan Africa. This research presents the results of an empirically based study that employed a mixed method of qualitative in‐depth interviews of managers, and quantitative method of exploratory factor analysis to the data from consumers of services in Ghana. The resultant typology has three positioning strategies: service reliability, social responsibility, and branding. Organizations that adopt these positioning strategies are likely to benefit from the increasingly competitive Ghanaian service market. © 2014 Wiley Periodicals, Inc .