Marketing

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    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.
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    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.
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    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.
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    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.
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    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.