http://localhost:8080/xmlui/handle/123456789/8 Department of Marketing, Logistics & Corporate Strategy Mon, 13 Apr 2026 15:58:06 GMT 2026-04-13T15:58:06Z http://localhost:8080/xmlui/handle/123456789/877 Title: Effect Of Outsourcing On Competitive Advantage: Mediating Role Of Innovation - An Empirical Study Of Businesses In Ghana Authors: Edem Aflabo, Jerry; Kraa, Jerry Jay; Agbenyo, Leonard Abstract: The study investigates the effect of outsourcing on competitive advantage: the mediating role of innovation. 300 businesses that engage in outsourcing in Ghana were selected out of which 231 representing 77% response rate participated. Confirmatory Factor Analysis was done to confirm appropriate variables using Structural Equation Modeling. Data was collected using questionnaires. Purposive and convenient sampling techniques were adopted in selecting respondents. The study found that, transaction cost view of outsourcing inversely relates to competitive advantage. The study also found competence based view and relational view to have impacted positively on competitive advantage. Innovation plays a full mediation between competence based views as well as relational and competitive advantage. There is no mediation between transaction cost view and competitive advantage through innovation. The study recommends the use of prudent outsourcing practices and innovation as a means of gaining competitive advantage Mon, 01 Jan 2018 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/877 2018-01-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/875 Title: The Practical Significance of BCG (Boston Consulting Group) Matrix in the Fast Moving Consumable Sector in Ghana,Case Study of Nestle Ghana Limited Authors: Boafo, Nana Danso Abstract: In an ever changing marketing environment where businesses have to continuously develop and maintain existing brands, product management is of critical importance to organization’s sustainability. Through the tool of portfolio analysis, corporate managers ensure a healthy and balanced portfolio by optimally allocating limited resources among its SBUs and chart the best growth path for the organization. Even though BCG (Boston Consulting Group) model is widely known and adopted its significance has not been empirically tested inthe Ghanaian fast moving consumable sector. The objective of the study was to evaluate the practical significance of BCG matrix in the fast moving consumable sector in Ghana, using Nestle Ghana limited as the case study. The study was descriptive. Primary data were captured through the use of questionnaires administered to management and staff of NGL. Target population of the study was management and staff of NGL. Fifty one (51) respondents were randomly selected through purposive sampling technique. Responses were coded using T-Test and Linear Regression for the analysis. The study established that NGL uses BCG in analyzing products, and that BCG has delivered superior profitability to product analysis by determining where a product is in its PLC, which has helped in evaluating a balance portfolio. The researcher recommended that, in the fast moving consumable sector where close product management skills are needed businesses need to have a healthy balance portfolio for sustainability purposes. Mon, 01 Jan 2018 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/875 2018-01-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/873 Title: Assessing the Implementation Challenges of the Procurement Act of Ghana: The Newmont Ghana Experience Authors: Asamoah, Kwame; Berko, Eric; Adu Poku, Samuel Abstract: The Public Procurement Act of 2003 was initiated to address the weaknesses which were impregnated in the Public Financial Management Reform Programme (PUFMARP). The goals of the Acts among others were to harmonise public procurement processes, practices, and secure judicious economic and efficient use of state funds and to possibly ensure that public procurement is fair, transparent and non-discriminatory. The research therefore assessed the challenges influencing the implementation of the Public Procurement ACT 663 and its Amended Act 914 on procurement practitioners, where the main variables included strategic planning, regulation enforcement and organizational culture. Through a survey research design, the study targeted procurement officers’and contractor bodies working with Newmont Ghana Gold Ltd. Convenience sampling technique was used to select a sample of 50 respondents. Interviews and questionnaires were used in the data collection. Quantitative data collection was analyzed by the use of descriptive statistics using Microsoft Excel and presented through frequencies and percentages. The findings revealed that 75% of the respondent believed that Newmont’s strategic plan has the relevant performance pillars. The study showed that 47.5% said the impact of regulation enforcement on Newmont’s procurement activities is moderate. The findings also revealed that 47.5% of the respondent strongly agreed on the issue that Newmont’s culture favors good procurement procedures. In conclusion, the outcome suggested that, the Public Procurement Act can be carried out effectively if the strategic plan, regulation enforcement and organizational culture support the procurement systems in place. On recommendation, the researcher observed that Procurement process should uphold integrity and ensure that there are no malpractices and there is informed decision-making Tue, 01 Jan 2019 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/873 2019-01-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/870 Title: The Impact Of Brand Personality On Student Enrolment Intentions: The Mediating Role Of Brand Engagement - Evidence From Ghana Authors: Banahene, Stephen; Kraa, Jerry Jay; Agbenyo, Leonard Abstract: The study assessed the impact of brand personality on student enrolment intentions; the mediating role of brand engagement. The population of the study comprised of students from Christian Service University College in Ghana. 302 students were selected and the total valid questionnaire received for the study was 252 representing 83.44%. Purposive and convenience sampling techniques were adopted in selecting respondents and 7 point likert questionnaire was used to collect data. Explanatory research design was used. Stata version 13 and IBM Statistical Package for Social Sciences version 20 were the software used in data analysis whiles Structural Equation Model was used to explore direct, indirect and total effect relationships as presented in the hypothesis. The study found brand personality and engagement positively and significantly impact on future enrolment intentions. The research also revealed that brand engagement fully mediate the relationship between sophistication and future enrolment decision and partially mediates the relationship between excitement and future enrolment decision. However, there is no mediation between ruggedness, competence, sincerity and future enrolment intention when brand engagement comes to play. Keywords: Brand Engagement, brand personality, future enrolment decision, Christian Service University College, Ghana. Mon, 01 Jan 2018 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/870 2018-01-01T00:00:00Z