The execution of marketing strategies in a developing economy: A case study of selected market leaders

Abstract

Purpose

The purpose of this paper is to examine how market leaders use marketing strategies to maintain strong performance in their respective sectors within different economic contexts in an emerging developing economy.

Design/methodology/approach

Case studies of three consistent, high performing market leaders based on the Ghana Club 100 rankings over the past decade are conducted. This involves structured interviews with chief executive officers (CEOs) and chief marketing officers (CMOs) of the organisations studied.

Findings

The findings indicate that irrespective of the country of origin of the firm, or the economic context in a developing country, effective marketing strategies can be used to enhance the performance of organisations in their respective sectors.

Originality/value

The approach used in this paper enables the authors to address the effectiveness of the marketing strategies across the past three decades covering the periods of pre-, during and post-economic reforms, and to examine the influence of different types of ownership (local, mixed foreign/local ownership and a multinational) on the execution of marketing strategies in a developing economy.

Citation

Appiah-Adu, K. and Amoako, G.K. (2016), "The execution of marketing strategies in a developing economy: A case study of selected market leaders", African Journal of Economic and Management Studies, Vol. 7 No. 1, pp. 9-29. https://doi.org/10.1108/AJEMS-07-2014-0052