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Alternative Positioning Strategies for Services in Ghana

Domaine:

socioeconomic
Créateur:
StaNan
Éditeur:
WILEY
Hôte:
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 .

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doi.org

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http://onlinelibrary.wiley.com/termsAndConditions#vor

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