Abstract
The purpose of this study is to conduct an empirical investigation into the differences between the marketing orientation of foreign and domestic manufacturing firms in Ghana. Specifically, an attempt was made to determine the marketing functions and to distinguish between the actual performance of marketing activities in the firms selected. Data was obtained from 79 companies representing local and foreign firms in eight foreign countries spread across Europe, North America, and Asia. Our analysis indicates that, on the whole, foreign firms perceive marketing functions as more important and tend to perform more marketing activities compared with domestic firms. Managerial implications of our findings and study limitations are discussed alongside future research directions.
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© 2008 Satyendra Singh
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Appiah-Adu, K., Singh, S. (2008). The Current Marketing Practices in Ghana. In: Business Practices in Emerging and Re-Emerging Markets. Palgrave Macmillan, New York. https://doi.org/10.1057/9780230611016_8
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DOI: https://doi.org/10.1057/9780230611016_8
Publisher Name: Palgrave Macmillan, New York
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