http://localhost:8080/xmlui/handle/123456789/9 Research Articles as published by the Academic Staff of the CSUC School of Business 2026-04-16T11:45:24Z http://localhost:8080/xmlui/handle/123456789/30653 Preferred investment vehicles of salaried workers of universities in SubSaharan Africa Sakyiwaa, Linda; Gyimah, Prince; Etse, Nkukpornu Abstract We investigate the factors and investment preferences that influence university workers in the Sub-Saharan Africa region, Ghana. Using a logit and dataset of 350 workers; our results show that liquidity, risk attitude, age, gender, educational level, and monthly income have an insignificant effect on investment decisions. Other factors such as safety of principal, high return, and marital status contribute significantly to investment decisions; and the most preferred investments were treasury bill, share, fixed deposit, and real estate. This study's findings do not only contribute to an important but neglected area of research, but also to policy, theory, and practice on investment and behavioral finance of universities in Africa. Keywords investments, salaried workers, behavioral finance, universities, Sub-Saharan Africa, Ghana FACULTY/STAFF PUBLICATION 2021-02-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/30652 Entrepreneurship Realities in the Light of COVID-19 in Ghana Atsu, Nkukpornu; Etse, Nkukpornu ABSTRACT The unprecedented outbreak of the coronavirus disease (COVID-19) has severely affected businesses globally. COVID-19 had mixed effects on entrepreneurs in Ghana. On the one hand, the COVID-19 pandemic has exacerbated entrepreneurs’ suffering, with microentrepreneurs and sports entrepreneurs being the hardest hit. On the other hand, digital entrepreneurs have benefited or continue to benefit from COVID-19 since more institutions and individuals rely on digital communication for their daily activities. This conceptual chapter aims to shed light on the nature of Ghana's entrepreneurship in the COVID-19 era. The authors conducted a search in key academic databases as well as Google Scholar and other online portals. The search focused on entrepreneurship and COVID-19. Other areas covered by the search include entrepreneurial orientation in the era of COVID-19 and the mitigation efforts of COVID-19. The chapter concludes with some implications for practitioners. FACULTY/STAFF PUBLICATION 2023-01-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/30651 Does Celebrity Endorsement Influence Voters' Choice of a Political Party? Atsu, Nkukpornu; Etse, Nkukpornu; Adom, Kwame FACULTY/STAFF PUBLICATION 2024-01-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/30650 Entrepreneurial Marketing Strategies The Case of Ghanaian Artisans in Suame Magazine Atsu, Nkukpornu; Etse, Nkukpornu; Adom, Kwame 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. FACULTY/STAFF PUBLICATION 2024-01-01T00:00:00Z