Marketing

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http://hdl.handle.net/20.500.12519/632

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Analytic Hierarchy Process and Sensitivity Analysis Approach for Social Media Impact on Pharmaceutical Relationship Marketing Tactics
(Decision Science Institute, 2013) Enyinda, Chris I.; Ogbuehi, Alphonso O.; Hamouri, Suhair
Pharmaceutical relationship marketing (PRM) bodes well with the social media environment. Pharmaceutical industry can build and maintain relationships with consumers through social media. Firms that leverage social media to enhance their PRM tactics will be viewed favorably in terms of trust, transparency, openness, and honesty. This paper explores the sensitivity analysis (SA) of PRM tactics within the social media environment using analytic hierarchy process (AHP) approach. Results revealed customer engagement as the most important PRM tactic, followed by communication, and trust. The performance SA carried out on the PRM tactics showed that the ranking associated with social media channel options remained robust or insensitive to small perturbations.
A reconceptualization of entrepreneurial orientation in an emerging market insurance company
(Taylor and Francis Ltd., 2013) Madichie, Nnamdi O.; Hinson, Robert; Ibrahim, Masud
The authors examine how entrepreneurial firms gain competitive advantage and hence entrepreneurial success by optimizing their dynamic capabilities. Using a single case design, incorporating in-depth interviews with key informants within an insurance company in Ghana, the authors attempt to highlight the limitations of an existing model. Their key proposition is that the growth and profitability exhibited in the case study are largely attributable to its ability to leverage its entrepreneurial orientation. They argue, therefore, that despite the ability of the resource-based view to translate into competitive advantage at the firm level, it falls short of longer-term competitive advantages and entrepreneurial success-especially in the financial services sector with homogeneous product offerings. © 2013 Copyright Taylor and Francis Group, LLC.
Nigerian students and the “allure” of Foreign (UK) Education: A Curious Reflection
(Adonis and Abbey Publishers Ltd, 2013-01-01) Madichie, Nnamdi O.; Madichie, Edward I.
The purpose of this paper is to highlight the duality in the appeal of UK higher education degrees vis-à-vis the poor perception of African degrees (notably the Nigerian degree). We relied upon an online focus group of African academics and professionals outside the UK, in a bid to provide deeper insights on the problems and reasons why Nigerian students opt to study overseas - notably in the UK. Key questions discussed with our respondents revolved around the allure of foreign (UK) education, the challenges of higher education infrastructure/resources, employability concerns, and the growing security issues in the Nigerian higher education (HE) landscape. Finally we provide policy prescriptions in the light of recent developments in the UK HE sector – notably the “London Metropolitan University (i.e. LondonMet) saga,” - whose licence was recently revoked and immigrant visa powers stripped by the UK Borders Agency. © 2013 Adonis and Abbey Publishers Ltd. All rights reserved.
Doing Business in Ghana's Informal Sector - Auntie Muni & the "Waakye" Kitchen
(Adonis and Abbey Publishers Ltd, 2013-01-01) Madichie, Nnamdi O.; Hinson, Robert E.
This exploratory study pools together two complementary streams of literature - i.e. marketing and entrepreneurship, drawing upon a single case study of "Auntie Muni," an informal woman-owned business in the food sector in Ghana's East Legon area. In our estimation and based on our in-depth interview, Auntie Muni has braved all odds to remain in business despite all the harsh conditions facing her line of business. With a poor educational background, her resilience as a mother not just to her kids (but to most young people in the community, hence the name Auntie) and her optimistic outlook to life in general makes her a worthy case deserved of research attention. It also highlights some policy implications on the need of the government to recognise, reward and assist such informal ventures into more formalized ones. In the end we hope to have a holistic view of the entrepreneurial landscape of the food business (i.e. restaurants) in what we hope would become an assemblage of challenges and achievements for class and other scholarly discussions in Sub-Saharan Africa. This is with a view to teasing out areas where lessons might be learnt, and identifying other areas for further policy intervention as the continent muddles its way towards the 2015 deadline of the Millennium Development Goals (MDGs). © 2013 Adonis and Abbey Publishers Ltd. All rights reserved.
Halal branding for medical tourism : case of Indian hospitals
(IGI Global, 2014) Medhekar, Anita; Haq, Farooq
This chapter explores the emergence and development of Halal branded hospitals and medical facilities as a product of Medical Tourism for Muslim patients around the world and in India. Halal tourism is a sub-category of spiritual tourism, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of the chapter is to focus on a niche category of halal medical tourism, where Sharia rules are followed to attract the medical tourist mainly from Islamic countries. This chapter also proposes a typology of Muslim medical tourist's cultural sensitivities and recommends branding and certifying Halal Medical Tourism hospitals, healthcare facilities, pharmaceuticals, products, and services to attract Muslim patients, and provides challenges and opportunities with future research directions. The case studied in this chapter is of the Global Health City, the first Halal Certified Medical Hospital facility in Chennai, India. It presents a model for halal branding of Indian Medical Tourism based on the halal decision-making paradigm for Muslim customers designed by Wilson and Liu (2010). The model presented here indicates attitudes of being rational or emotional and elements reflecting affective and cognitive feelings for Muslim patients seeking halal treatment in halal hospitals. © 2015 by IGI Global. All rights reserved.
Islamic tourism in India and Pakistan : opportunities and challenges
(IGI Global, 2014) Haq, Farooq; Medhekar, Anita
This chapter is based on a study of tourism in India and Pakistan and is associated with Islamic faith and practices in both countries. Islam-oriented destinations in both countries have been marketed as products of heritage, cultural, historical, or archaeological tourism. The aim of this chapter is to present the argument that all tourism destinations linked with Islam in India and Pakistan need to be marketed as Islamic tourism products. This chapter makes a contribution to the theory and practice of tourism, marketing, and Islamic marketing. The discussion in this chapter covers the historical perspective of Islamic tourism in literature review and provides an understanding of halal branding of Islamic tourism in the context of India and Pakistan. Recommendations are provided to governments at local, regional, and national levels, private sector, and the local population to reap benefits from opportunities arising from Islamic tourism. The findings and conclusion of this chapter also attempt to make a social and political contribution by promoting peace, mutual social harmony, and universal spiritual understanding between the people of India and Pakistan for economic prosperity. © 2015 by IGI Global. All rights reserved.
Integration of functional areas of business : A research agenda
(Adonis and Abbey Publishers Ltd, 2014-01-01) Opute, Promise Abdullah; Madichie, Nnamdi O.
Since the early 1980's relationship marketing theorists have increasingly underlined the need to ensure harmonious interfunctional relationship between marketing and other functional areas, in order to profitably satisfy the customer. A major gap in the literature, however, is the lack of understanding of interfunctional relationship in the non-Western context. To contribute to addressing this imbalance in the literature, this paper aims primarily to inspire researches that illuminate the non-Western context, which will be characterised by cultural fabrics and trading patterns that contrast the Western norms. The methodological approach in this paper is two folds. First, review of literature is undertaken to identify the core themes (and variables) and the debates in the existing literature. Second, a template is proposed to guide knowledge development in the area. © 2014 Adonis and Abbey Publishers Ltd. All rights reserved.
Entrepreneurial Orientation among SME Wood Manufacturers in Ghana
(Adonis and Abbey Publishers Ltd, 2014-01-01) Ibrahim, Masud; Madichie, Nnamdi O.
This study explores the entrepreneurial orientation of Small and medium size enterprises (SME) wood manufacturers in Ghana. Data for the study was obtained through an in-depth interview with the managers of four sampled wood manufacturers in Accra and Kumasi. Findings from the study indicate a strong relationship between the three dimensions of entrepreneurial orientation and competitive advantage in the furniture industry in Ghana. The study concludes that SME wood manufacturers in Ghana are entrepreneurial – i.e. innovative, risk taking and proactive. However, considering that the market is dynamic the study recommends that firms in this industry should constantly update existing competencies and seek new competencies, in order to have a sustained competitive advantage as well as profitability and growth. This paper evaluates entrepreneurial orientation and firm performance among small and medium enterprises from a developing country perspective. © 2014 Adonis and Abbey Publishers Ltd. All rights reserved.
Women entrepreneurship in sub-Saharan Africa: a case-based approach
(Taylor and Francis, 2014-01-01) Madichie, Nnamdi O.; Hinson, Robert E.
This chapter highlights the challenges of women business owners in sub-Saharan African (SSA) using in-depth interviews from four different countries. The primary aim of the chapter is to pinpoint shared challenges of women entrepreneurs and/or business owners drawing upon their narratives and attributions. 1 The chapter unpacks four critical dimensions impacting upon the similarities and/or differences in experiences - notably owner’s background (nationality, ethnicity, education, family etc.); prior motivations (why they chose to start up); challenges (including start-up capital, government regulations, personal achievements), and plans for the future. © 2015 Sonny Nwankwo and Kevin Ibeh.
A critical analysis of the "dialogic communications" potential of sub-Saharan African Police Service websites
(Elsevier BV, 2014-06) Madichie, Nnamdi O.; Hinson, Robert
The significance of partnership as a marketing strategy for Islamic spiritual tourism
(Emerald Group Publishing Ltd., 2014-06-03) Haq, Farooq
Purpose – This paper aims to highlight the significance of partnership among stakeholders as a marketing strategy for Islamic spiritual tourism. Partnership as a marketing strategy is studied by interviewing stakeholders on the supply side of Islamic tourism. Only recently, Islamic spiritual tourism has been identified, not recognised yet, as a growing segment of Islamic tourism that needs to be effectively marketed. Design/methodology/approach – Convenient sampling was used in this exploratory research to select and interview tourism operators selling in-bound and out-bound Islamic spiritual tourism in Australia and Pakistan. Cross-case content analysis was used to identify critical themes related to marketing Islamic spiritual tourism. Findings – Three issues emerged from the content analysis in this study: political, commercial and religious. The management of these three issues is found necessary to effectively build and implement horizontal partnerships among stakeholders on the supply side in Islamic spiritual tourism. Research limitations/implications – The selected sample is not the representation of the population based in the two countries. Only few potential participants agreed to be interviewed due to the perceived threat of manipulation of their views. Findings of this research contribute to the theory of marketing Islamic tourism specifically, and tourism in general. Practical implications – The three issues found in this study provide a guideline for crafting strategies to market Islamic spiritual tourism based on local and global partnerships. Social implications – The three issues found in this study provide a platform for cultural understanding and coherence. Originality/value – This original study advocates partnerships among tourism operators, government bodies, destination managers and religious organisations involved in Islamic spiritual tourism. The structure and implementation of partnerships should critically consider the political, commercial and religious issues. © Emerald Group Publishing Limited.
Rebranding Thailand through football-food for thought?
(Inderscience Enterprises Ltd., 2015) Madichie, Nnamdi O.; Mbah, Chris
The purpose of this exploratory study is to highlight the potential of sports and especially football as nation branding tool. Taking the particular case of a developing Association of Southeast Asian Nations (ASEAN) country, Thailand, which has been embroiled in a catalogue of negative brand perceptions, the study highlights a potential avenue for rebranding. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation-especially the on-pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF). Overall the study advances a potential avenue for a perception change of global observers (including potential investors) of a country with a historically entrenched negative brand image. Copyright © 2015 Inderscience Enterprises Ltd.
Is Spiritual Tourism an Innovation in Tourism for India and Pakistan?
(Springer Science and Business Media B.V., 2017) Haq, Farooq; Medhekar, Anita
This conceptual paper attempts to build on the argument that innovation in tourism is a less focused topic in business and academic research. The growing interest in the practice and business of spiritual tourism cannot be ignored. This interest motivates the research aiming to present spiritual tourism as an innovation in tourism, specifically in India and Pakistan. In this unique study, the innovation in tourism is appreciated and analyzed from dimensions of product, process, and people, falling under the umbrella of architectural and revolutionary innovation. Hence the three elements of the tourism product: people, places, and events are adapted to align with the spiritual tourism as a tourism innovation. India and Pakistan are selected as the two countries since both carry the status of multifaith-purpose spiritual tourism destinations. This original research emphasizes on recognizing spiritual tourism as an innovation in tourism based on its products and services illustrating architectural and revolutionary innovation. The paper concludes with a matrix mapping elements of spiritual tourism with the dimensions of tourism innovation, hence filling a gap in the literature on tourism innovation and spiritual tourism. A relevant empirical study of travelers visiting India and Pakistan for spiritual tourism is a palpable future study. © Springer International Publishing Switzerland 2017
Quantitative Risk Analysis for International Project Management and Programs in an Emerging Economy
(Springer Science and Business Media B.V., 2017) Enyinda, Chris I.
Historically, international projects are prone to both endogenous and exogenous risks. And the World Bank international projects and programs are not immune to similar risks. What is important though is the ability of project managers to identify the sources of endogenous and exogenous risks and how to leverage proactive or predictive project risk management strategies. Arguably, predictive project risk management is the lifeline for successful projects and programs. Managing portfolio of risks in international projects is imperative for the World Bank’s mission of economic development and poverty eradication in developing countries. Inability to identify sources of risks attached to projects and programs can contribute to missed opportunities. It can also discourage the World Bank and other international agencies from approving or awarding future development projects and programs. Although in spite of the growing menace of risks in development projects and programs, project managers have little or no knowledge of project risk management. This chapter proposes a multi-attribute decision support approach to model and analyze the risk for the World Bank projects and programs in Nigeria. © 2017, Springer International Publishing Switzerland.
Innovative Marketing in the Health Industry
(Springer Science and Business Media B.V., 2017) Jiwani, Zahra Ladha; Poulin, Marc
The health care industry continues to face the challenges of being able to provide high quality services at an acceptable cost. One of the challenges being faced is the reactive versus proactive mode of health professionals and patients, in dealing with health issues. This is due in part to the incongruent incentive structures in place for the B2B stakeholders, as well as the need to create greater awareness of preventive care and its benefit over reactive care. While some stakeholders are now increasing their focus on preventive health care initiatives in order to be more effective and efficient, the health care industry still faces the ultimate marketing challenge of changing health care providers to shift towards a more proactive versus reactive approach to health care. This article explores the literature and industry best practices in marketing for companies focusing on preventive health care. The article discusses a variety of ideas and critically analyzes their potential in the context of a company’s innovative business model on the global market. © 2017, Springer International Publishing Switzerland.
Urbanization and new jobs creation in healthcare services in India : challenges and opportunities
(IGI Global, 2017) Haq, Farooq; Medhekar, Anita
Urbanization in developing countries of Asia, Africa, and India is growing at an unprecedented rate. For the last three decades, urbanization has led to migration and concentration of population in urban cities and put pressure on public infrastructure, health, education, and transportation due to population growth. This has caused disparities between the elite and urban-poor in India in terms of shortage of human resources in the public health system, new job creation in the healthcare sector and medical tourism in India in particular and Asian economies engaged in global medical travel business of catering to local and foreign patients. The main contribution of this chapter is to critically discuss the opportunities and challenges faced by public and private hospitals for new job creation in healthcare, due to urbanization and emergence of corporate private hospitals that export health care services in India, followed by policy implications, future research directions, and conclusion. © 2018, IGI Global. All rights reserved.
The economic effects of spiritual tourism in India and Pakistan
(IGI Global, 2017) Haq, Farooq; Medhekar, Anita
This conceptual study builds on the argument that urbanisation is driving economic development and innovation in various industries including tourism. One of the recently recognised innovation in tourism is the business of spiritual tourism. This chapter is based on a study on spiritual tourism in India and Pakistan as an innovation linked with urbanisation of tourism. The aim of this chapter is to present the link between economic indicators that are associated with urbanisation of spiritual tourism based on people, places and events. The discussion analyses the economic perspectives of tourism urbanisation in literature review and provides an understanding of spiritual tourism as a tourism innovation. Findings of this research indicate five economic indicators with respect to spiritual tourism as a tourism innovation. Future research direction highlights need for an empirical study with spiritual tourists in India and Pakistan to ascertain urbanisation effect on spiritual tourism innovation. © 2018, IGI Global. All rights reserved.
Quantifying sources of risk in global food operations and supply chain
(Wiley-Liss Inc., 2017-11) Enyinda, Chris I.; Mbah, Chris H.
The food industry plays a significant role in food supply. However, it is increasingly facing a significant number of risks to tackle. This article provides insight into sources and quantification of risk, which can restrict food operations and supply chain performance. Certainly, risks imposed by today's constantly changing global environment makes it imperative for food and agribusiness firms to develop purposeful proactive and predictive risk management for their global supply chains. We proposed the analytic hierarchy process (AHP) model to analyze sources of risks attached to the focal firm's global food operations and supply chain. The identified risks were from a review of relevant literature, expert opinions from the focal firm supply chain C-level executive, and consultants in the food industry. We grouped the identified risks into seven categories and discussed the risk mitigation strategies. We validated the proposed model using a case study involving a focal food and agribusiness firm with global presence. © 2016 Wiley Periodicals, Inc. © 2016 Wiley Periodicals, Inc.
The benefits of applying GIS in spiritual tourism management and promotion
(IGI Global, 2018) Haq, Farooq; Medhekar, Anita
The main contribution of this chapter is to critically discuss the benefits of applying geographic information systems (GIS) as a tool for management and promotion of spiritual tourism circuits (STC) and ST destinations. This research-based chapter also examines the extent to which GIS can be used in spiritual tourism management and promotion, proposes a model for the use and benefits of GIS in spiritual tourism management and promotion in India and Pakistan, and proposes GIS connected STC. This chapter identifies the socio-economic and business benefits of applying GIS to spiritual tourism circuits (STC). In this research, the spiritual tourism product is exclusively based on spiritual place, sites, or destinations, which is also called spatial or geographical data. © 2018 by IGI Global. All rights reserved
Modeling enterprise risk management in operations and supply chain : a pharmaceutical firm context
(2018) Enyinda, Chris I.
The growing prevalence of disruptive influences in modern operations and supply chains has called for a systematic approach to identify risk sources and to develop predictive enterprise risk management. This imperative has become a top priority for many organizations such as the pharmaceutical industry. This paper leverages a multi-criteria decision making methodology to model enterprise risk management in a focal pharmaceutical firm operations and supply chain. Six types of risks and five strategies are considered and analyzed. Results suggest that supply chain executives attach great importance to regulation/legislation, followed by operational, and reputation risks, while financial, market, and relationship risks ranked low in importance. With respect to enterprise risk management strategies, risk reduction/mitigation was considered the best option followed by risk avoidance option. From the results, it appears that multi-criteria decision making methodology can be used to assist supply chain executives in developing a priority hierarchy for risk management strategies. It can also help the management with a step-by-step approach to identify, assess, and manage portfolio of risks that can be detrimental to their pharmaceutical supply chain performance, brand equity, profit growth, and shareholder value. © Operations and Supply Chain Management. All rights reserved.

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