Competitive strategy and performance in Southern Ghana
by John A. Parnell; John E. Spillan; Edwin C. Mensah
International Journal of Management and Enterprise Development (IJMED), Vol. 13, No. 2, 2014

Abstract: There is a dearth of academic work investigating the effectiveness of competitive strategies in retail organisations in emerging nations, particularly within sub-Saharan Africa. This study investigates the relationship between business strategy and performance in business enterprises in Southern Ghana. Data from 184 firms in Accra, Tema and Kumasi suggest that - in terms of both financial and operating performance - Ghanaian retailers employing a combination of cost leadership and differentiation strategies outperformed those adopting only one of the two pure strategies.

Online publication date: Sat, 26-Jul-2014

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