Abstract
ABSTRACTThe paper constitutes an analysis of the views of managers of service firms on positioning strategies in Ghana. The research employed a qualitative research method. Data were collected from 21 service managers and analyzed using content analysis procedures. The results indicate that for service managers, the perceived dominant positioning strategies of their organizations were: service quality, customer relationship, innovation, availability of service, community support, and leading organization, among others. The findings suggest that the dominant managerial views of Ghanaian service managers form a ‘hybrid’ of those of the Western manager. This research is important in clarifying this position. Additionally, as an exploratory piece, the study provides bases for further research on a topic in Ghana with a rather scant evidence of research.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
