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Online Relationship Marketing
You are welcome to ONLINE RELATIONSHIP MARKETING - What Works in Ghana. This book has two key audiences. First, it explores the antecedents and outcomes of Online Relationship Marketing (ORM). The antecedents are conceptualised as ORM activities - engagement, interactivity, personalisation and collaboration. The outcomes are trust, commitment and customer loyalty. However, trust and commitment are also conceptualised as mediators between the ORM activities and customer loyalty. Through structural equation modelling, this book examines these relationships to explain the antecedents and outcomes of ORM in a developing economy, Ghana. In this light, researchers and practitioners seeking to unde...
Delivering Distinctive Value in Emerging Economies
The idea behind editing this book is to present a contemporary reference that tells the story of how businesses and institutions in emerging economies are circumventing or can better circumvent institutional voids in order to create distinct value for consumers and develop resilient and sustainable economies. For this book, we gathered 24 contributions (or chapters) on new directions and strategies to create value in emerging economies. The contributions span thematic areas such as: COVID-19 and small businesses, social influencers and COVID-19 advocacy, artisan entrepreneurship, leadership and project success, internationalization and intellectual property, cultural artifacts in corporate b...
Digital Innovations, Business and Society in Africa
For African enterprises, entrepreneurs and governments to take full advantage of new digital opportunities, they need a shared strategic understanding of where they are, what they have, and what they may need to have for the future. This book presents this shared strategic vision to guide future coordinated actions of African enterprises, entrepreneurs, consumers/citizens and governments in using new and emerging digital technologies. It showcases how consumers/citizens, entrepreneurs, organisations, institutions and governments are leveraging new and emerging digital innovations to disrupt and transform value creation and service delivery in Africa.
Empowering Women in the Digital Economy
This book presents multidisciplinary perspectives on opportunities and best practices necessary for empowering women in the digital economy in developing countries. The book explores the components of connectivity that matter most to women. It also helps decision-makers and policymakers to adopt the policies needed to empower women in using digital platforms and developing (and taking up) careers in the digital economy in developing economies. In response, we gathered eight contributions (or chapters) on new directions, strategies, and barriers to women’s empowerment through digital technologies. The contributions span thematic areas such as female digital entrepreneurship, social media, a...
Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
In the next few years, it is expected that most businesses will have transitioned to the use of electronic commerce technologies, namely e-commerce. This acceleration in the acceptance of e-commerce not only changes the face of business and retail, but also has introduced new, adaptive business models. The experience of consumers in online shopping and the popularity of the digital marketplace have changed the way businesses must meet the needs of consumers. To stay relevant, businesses must develop new techniques and strategies to remain competitive in a changing commercial atmosphere. The way in which e-commerce is being implemented, the business models that have been developed, and the ap...
Public Policy and Technological Transformations in Africa
This book examines the links between public policy and Fourth Industrial Revolution (4IR) technological developments in Africa. It broadly assesses three key areas – policy entrepreneurship, policy tools and citizen participation – in order to better understand the interfaces between public policy and technological transformations in African countries. The book presents incisive case studies on topics including AI policies, mobile money, e-budgeting, digital economy, digital agriculture and digital ethical dilemmas in order to illuminate technological proliferation in African policy systems. Its analysis considers the broader contexts of African state politics and governance. It will appeal to students, instructors, researchers and practitioners interested in governance and digital transformations in developing countries.
Information and Communications for Development 2018
The Information and Communications for Development series looks in depth at how information and communications technologies are affecting economic growth in developing countries. This new report, the fourth in the series, examines the topic of data-driven development, or how better information makes for better policies. The objective is to assist developing-country firms and governments in unlocking the value of the data they hold for better service delivery and decision making and to empower individuals to take more control of their personal data. We are undoubtedly experiencing a data revolution in which our ability to generate, process, and utilize information has been magnified many time...
Essays from a Marketing PhD
Essays from a Marketing PhD is a compilation of essays on a variety of topics in the broad areas of Marketing Theory, Philosophy of Science, International Marketing and Marketing Perspectives of Corporate Social Responsibility. These essays are a product of reading and synthesising multiple peer-reviewed articles in the first year of the PhD Marketing qualification at the University of Ghana Business School. This book represents the depth of exposure and understanding gained through reading, as well as attending seminars and workshops in preparation for writing the actual PhD thesis. It is a must read for any PhD student who wishes to have a feel of what the first year of course work for a PhD in Marketing entails, as well as how the end product is most likely to look. It’s a celebration of a great first year in the PhD programme, and of many more successful years to come.
Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business
As businesses undergo digital transformation, technologies will lead to greater efficiencies and change how we interact in traditional relationships among suppliers, producers, and customers, as well as between human and machine. One such technology is the introduction of management information systems (MIS) that provide a company with the coordination, control, analysis, and visualization of information by collecting from various digital environments. In today's digital age, information needs to be managed, and MIS have the ability to transfer the information obtained by computer systems to the business operations within the business models, business processes, and management functions. Adv...
Digital Innovations, Business and Society in Africa
For African enterprises, entrepreneurs and governments to take full advantage of new digital opportunities, they need a shared strategic understanding of where they are, what they have, and what they may need to have for the future. This book presents this shared strategic vision to guide future coordinated actions of African enterprises, entrepreneurs, consumers/citizens and governments in using new and emerging digital technologies. It showcases how consumers/citizens, entrepreneurs, organisations, institutions and governments are leveraging new and emerging digital innovations to disrupt and transform value creation and service delivery in Africa.
