Papers by Adelaide N . A . Kastner, PhD, ACIMG
Many businesses in Africa are not growing steadily, cannot help reduce the economic downturn rate... more Many businesses in Africa are not growing steadily, cannot help reduce the economic downturn rates of their countries and are gradually folding up as their profits and turnovers are not increasing. This is a result of their inability to break out beyond their current locations as they are lost in the web of political upheavals and changes in policies coupled with the speed of technological upgrades of machinery and equipment which the developed countries can access more easily. Spreading the business tentacles is a useful tool and strategy to build up the firm's corporate image and market position, and this can be easily achieved through expansion into international markets. This book analyses, discusses and projects the various steps of growing the business internationally and is recommended for business analysts, consultants and business decision makers.
Journal of Marketing for Higher Education, Nov 18, 2019
This study seeks to examine the influence of the cultural elements on international students' cou... more This study seeks to examine the influence of the cultural elements on international students' country choice. It also examines whether individual values moderate the influence of cultural elements on the country choice of international students. Drawing upon a sample size of 223, the data was analysed using structural equation modelling technique. Among the five cultural elements, education, language and social institutions were found to have a positive significant influence on the international student's country choice. When moderated by individual values education was found to be the only key significant value to international students when selecting a country to further their education. The cultural elements should be given much attention by marketers, government and managers of academic institutions. An improvement in the standards of education in developing countries would attract more students from developed countries.
International Marketing Review, Apr 6, 2020
Purpose-The study sought to examine the influence of social media resources on export performance... more Purpose-The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model. Design/methodology/approach-A quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling. Findings-The result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust. Originality/value-To the best of the authors' knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.
International Review on Public and Nonprofit Marketing, May 2, 2023
The correct name should be Ernest Yaw Tweneboah-Koduah. The original article has been corrected. ... more The correct name should be Ernest Yaw Tweneboah-Koduah. The original article has been corrected. Publisher's Note Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
International Review on Public and Nonprofit Marketing, Apr 18, 2023
The efforts and strategies of governments and other stakeholders to achieve selfrice sufficiency ... more The efforts and strategies of governments and other stakeholders to achieve selfrice sufficiency on the African continent have failed to achieve the intended results. Although scholars have primarily attributed this problem to poor attitudes and behaviour toward the consumption of locally produced rice, limited attention has been paid to behavioural change approaches. Thus, from the perspective of the theory of planned behaviour, the study sought to understand the factors that influence consumers' intention to consume locally produced rice and to suggest solutions from a social marketing perspective to elicit voluntary changes in behaviour toward the consumption of local rice. Quantitative and qualitative data were collected from 375 to 40 participants, respectively. Qualitative data were analysed thematically, while quantitative data were analysed using partial least squares structural equation modelling. The results showed a strong positive and significant relationship between attitude, subjective norms, perceived behavioural control, and intention to consume locally produced rice. The results showed a weak significant negative relationship between intention and actual consumption of local rice, suggesting a high intention-behaviour gap. However, the qualitative results identified six critical factors that prevented people from consuming local rice though having the intention. These factors include cooking difficulty, suitability for few local dishes, lack of taste and aroma, foreign materials, poor packaging and standard specification, and unavailability. Thus, interventions addressing these barriers will significantly increase the consumption of local rice in Ghana. The study contributes to literature by using the mixed method approach and the theory of planned behaviour to predict factors that could improve local rice consumption in a developing country context. We also addressed how the 4Ps of social marketing could be used to address the identified barriers.
Journal of Relationship Marketing, Jul 3, 2017
Establishing, maintaining, and enhancing relationships over the Internet have progressively gaine... more Establishing, maintaining, and enhancing relationships over the Internet have progressively gained global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention, especially within the Sub-Saharan region of Africa. On this premise, we explored the contemporary practice, challenges, and benefits of Internet-based relationship marketing (RM) within the Ghanaian telecommunication industry. Expert interviews with 12 employees from four telecommunication firms elicited a wealth of experiential data analyzed thematically to understand the practice, challenges, and emerging benefits of Internet-based RM. Our findings suggest that issues of privacy concerns, erosion of face-to-face communication, and the tendency of unsolicited communication do not necessarily militate Internet-based RM within the Ghanaian telecommunication industry. We also identified emerging benefits, including online "virality, " a discovery environment, and improved firm reputation. We suggest enhancing online personalization through empathy, creating value with analytic information and managerial openness, and supporting enhanced knowledge development within the area. Directions for future studies include the possibility of comparative studies across service industries and examining the role of content marketing in Internet-based relationships. The challenge of exploring Internet-based RM was similar to hitting a moving target, as the use of the Internet for relationship marketing activities is constantly evolving. Additionally, our findings and conclusion are confined to the knowledge contribution of the experts interviewed. As one of the few studies within the Sub-Saharan region, we expand contributions from the Sub-Saharan domain. The findings of this study also bring to light new insights for establishing, maintaining, and enhancing Internet-based relationships.
African Journal of Business and Economic Research, 2012
This study investigates the Ghanaian retail sector, with particular focus on shopping malls and t... more This study investigates the Ghanaian retail sector, with particular focus on shopping malls and the behaviour of their patrons i.e. the shoppers. The study reveals eight (8) key mall visitation motivations and five (5) key shop attributes that attract Ghanaian shoppers. Escapism influences the shoppers most, followed by pleasure flow, safety, aesthetic and architectural leisure, respectively. The least motivational factor is exploration. The result suggests that shoppers in Ghana are most likely to see the mall as an escape route from their daily hectic conditions, a place for relaxation. This study has demonstrated that, the retailing environment of the mall can be best understood by studying the characteristics of the tri-components i.e. shoppers, shop, and mall as all activities and behaviour at the mall are inextricably intertwined. Though the study seeks to investigate the behaviour of patrons of shopping malls in the developing economies within the sub-Saharan Africa, the findings are based on shoppers in Ghana. Therefore care must be taken in applying the findings to other developing economies due to differences in culture.
International Journal of Emerging Markets, 2021
PurposeThe purpose of this study is to test consumer xenocentric tendencies on foreign goods purc... more PurposeThe purpose of this study is to test consumer xenocentric tendencies on foreign goods purchase intention and to examine the mediating role of cultural openness on the relationship.Design/methodology/approachA total number of 204 respondents participated in the study. Web-based sampling technique was employed to select a cross-section of consumers. Structural equation modelling technique of AMOS 21 version was used to test the nature of relationships in the research hypotheses.FindingsThe results suggest that except country image and interpersonal influence, all other constructs had a positive significant relationship with the intention to purchase. Country of origin, self-confidence and self-esteem had impact on consumer intention to purchase foreign products, though exposure of consumers to other cultures did not endear them to the products of those foreign markets.Practical implicationsFrom a managerial perspective, management awareness of xenocentrism tendencies is the sur...
Journal of Marketing for Higher Education, 2019
ABSTRACT The purpose of the study was to assess the role of market orientation (MO), mediated by ... more ABSTRACT The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana’s private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana’s private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment.
African Journal of Economic and Management Studies, 2019
PurposeThe purpose of this paper is to understand the direct impact of social capital and the inf... more PurposeThe purpose of this paper is to understand the direct impact of social capital and the influence of market-based capabilities as intervening variables on the export performance of small and medium-sized enterprises (SMEs) in Ghana.Design/methodology/approachQuestionnaire-based survey was used to collect data from top executives and senior managers of exporting companies in Ghana. Data obtained were analysed using the structural equation modelling.FindingsThe findings revealed that social capital of SMEs exert the greatest influence on their export performance. Innovation and marketing capabilities are also key drivers of export performance among SMEs as they fully mediate the social capital–export performance relationship. Notwithstanding, marketing capabilities appear to exert a greater influence than innovation capabilities on the export performance of SMEs.Research limitations/implicationsThe study used perceptual measures of international performance by managers of SMEs i...
Thunderbird International Business Review, 2018
The purpose of this article is to explore and understand the motivations and challenges of franch... more The purpose of this article is to explore and understand the motivations and challenges of franchising in an African economy. While interest in franchising is increasing in African markets, there is a paucity of research on franchising from the perspective of local African firms participating in these international relationships. The motivations and challenges of franchising from the perspective of African businesses have not been largely investigated so far. Using in‐depth interviews, we allow motivations and challenges at play to emerge. Convenient and snowball sampling techniques were used for choosing the unit of analysis, which resulted in four respondent firms. A thematic approach was adopted for analyzing the data from the field. Support services, brand name, and franchisor's experience are identified to be the motivations for franchising. Financial assistance from the franchisor, demand, and competition also play a key role in an African firm's decision to franchise....
Abstract: The paper investigates antecedents and environmental moderator effects on market orient... more Abstract: The paper investigates antecedents and environmental moderator effects on market orientation and export performance of Ghanaian firms. The results of our survey of 142 exporters show that market orientation relates positively to export performance for ...
Thunderbird International Business Review
The purpose of this article is to explore and understand the motivations and challenges of franch... more The purpose of this article is to explore and understand the motivations and challenges of franchising in an African economy. While interest in franchising is increasing in African markets, there is a paucity of research on franchising from the perspective of local African firms participating in these international relationships. The motivations and challenges of franchising from the perspective of African businesses have not been largely investigated so far. Using in-depth interviews, we allow motivations and challenges at play to emerge. Convenient and snowball sampling techniques were used for choosing the unit of analysis, which resulted in four respondent firms. A thematic approach was adopted for analyzing the data from the field. Support services, brand name, and franchisor's experience are identified to be the motivations for franchising. Financial assistance from the franchisor, demand, and competition also play a key role in an African firm's decision to franchise. Legal constraints and infrastructure constraints were the key challenges faced by franchisees in Ghana. The findings of this study may hold for franchisees in other African markets. However, contextual differences may be considered in the application of these findings.
Management Science Letters, 2013
This paper aims to investigate shoppers' motivations for visiting the mall in respect of their de... more This paper aims to investigate shoppers' motivations for visiting the mall in respect of their demographic characteristics. The study was Cross-sectional and adopted the quantitative method. Structure questionnaire was used to collect data through a mall intercept approach. Factor analysis was conducted to determine the mall visitation motivations of shoppers and Chi-square test and regression analysis used to help answer the research questions. The paper found eight (8) key mall visitation motivations attract Ghanaian shoppers. Escapism influences the shoppers most, followed by pleasure flow, safety, aesthetic and architectural leisure, respectively. The least motivational factor is exploration. The result suggests that shoppers in Ghana are most likely to see the mall as an escape route from their daily hectic conditions and a place for relaxation.
Journal of Medical Marketing
Despite the widespread recognition attached to market orientation (MO) as a strategic drive for f... more Despite the widespread recognition attached to market orientation (MO) as a strategic drive for firms to attain and maintain competitive advantage, relatively little is known of its performance implication for pharmaceutical firms. An MO concept successfully applied to the ...
Journal of Financial …, 2011
... M. and Newton, R. (2002) Quantitative and qualitative research in the build environment: Appl... more ... M. and Newton, R. (2002) Quantitative and qualitative research in the build environment: Application of ... | Article |; Deshpande, R. and Zaltman, G. (1982) Factors affecting the use of ... R., Boateng, R. and Madichie, N. (2010) Corporate social responsibility activity reportage on bank ...
Purpose -This study seeks to understand the direct impact of social capital and the influence of ... more Purpose -This study seeks to understand the direct impact of social capital and the influence of market-based capabilities as intervening variables on the export performance of SMEs in Ghana. Design/methodology/approach -Questionnaire-based survey was used to collect data from top executives and senior managers of exporting companies in Ghana. Data obtained was analysed using the Structural Equation Modeling (SEM). Findings -The findings revealed that social capital of SMEs exert the greatest influence on their export performance. Innovation and marketing capabilities are also key drivers of export performance among SMEs as they fully mediate the social capital-export performance relationship. Notwithstanding, marketing capabilities, appear to exert a greater influence than innovation capabilities on the export performance of SMEs. Research limitations -The study used perceptual measures of international performance by managers of SMEs in the Ghanaian exporting sector making it difficult to determine respondent bias. Practical implication -Managers of exporting firms should build stronger relationships with their customers and suppliers who contribute significantly to their export performance. SMEs would also have to hone their innovation and marketing skills as strategic components in enhancing their export performance. Social implications -Market based resources such as marketing and innovation should not be taken for granted by SMEs in the export business. Theoretical implication -Theoretically, while the findings offer strong evidence reinforcing the DC Theory, an exploration of the nexus of the theories brings to the fore the need to reassess the RBV and SC theories. Originality -The study offers some lessons on how small firms can sharpen their marketing and innovation capabilities to derive export performance benefits from social capital. dots: a multiple case study of the network relationships of small and medium-sized enterprises (SMEs) in the non-traditional agricultural export (NTAE) sector of Ghana",
Journal of Financial Services Marketing, 2012
... M. and Newton, R. (2002) Quantitative and qualitative research in the build environment: Appl... more ... M. and Newton, R. (2002) Quantitative and qualitative research in the build environment: Application of ... | Article |; Deshpande, R. and Zaltman, G. (1982) Factors affecting the use of ... R., Boateng, R. and Madichie, N. (2010) Corporate social responsibility activity reportage on bank ...
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Papers by Adelaide N . A . Kastner, PhD, ACIMG