Alternative Positioning Strategies for Services in Ghana

Volume: 56, Issue: 6, Pages: 531 - 546
Published: Sep 19, 2014
Abstract
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...
Paper Details
Title
Alternative Positioning Strategies for Services in Ghana
Published Date
Sep 19, 2014
Volume
56
Issue
6
Pages
531 - 546
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