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Title: | Entrepreneurial Marketing Strategies The Case of Ghanaian Artisans in Suame Magazine |
Other Titles: | The Case of Ghanaian Artisans in Suame Magazine |
Authors: | Atsu, Nkukpornu Etse, Nkukpornu Adom, Kwame |
Keywords: | Entrepreneurial marketing, strategies employed artisans,Suame Magazine |
Issue Date: | 2024 |
Publisher: | CHRISTIAN SERVICE UNIVERSITY |
Series/Report no.: | 1st Edition; |
Abstract: | ABSTRACT This chapter provides an overview of a case study on the entrepreneurial marketing (EM) strategies employed by artisans in Suame Magazine, an artisanal hub in Kumasi, Ashanti Region, Ghana. The study explores the EM strategies employed by these artisans to navigate their businesses in a resourceconstrained and highly competitive business environment by interviewing five opinion leaders (masters) of some of the artisanal units. The strategies identified include effective resource mobilization, collaborations and partnerships, product localization and adaptation, word-of-mouth and relationship marketing, and the use of offline marketing channels. The findings highlight the importance of integrating entrepreneurship and marketing in achieving business success in developing economies. The study also suggests future research directions, including exploring the effectiveness of specific strategies in different sectors and regions and developing practical frameworks for entrepreneurs in resource- - constrained environments. |
Description: | FACULTY/STAFF PUBLICATION |
URI: | http://localhost:8080/xmlui/handle/123456789/30650 |
ISSN: | N978100344127 |
Appears in Collections: | School of Business |
Files in This Item:
File | Description | Size | Format | |
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Chapter.pdf | 90.62 kB | Adobe PDF | View/Open |
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