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Open Access
Article
Publication date: 8 November 2023

Stephen Oduro, Alessandro De Nisco and Luca Petruzzellis

This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and…

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Abstract

Purpose

This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.

Design/methodology/approach

A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.

Findings

Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.

Originality/value

This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

Details

Journal of Product & Brand Management, vol. 33 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 25 August 2023

Michela Cesarina Mason, Stephen Oduro, Rana Muhammad Umar and Gioele Zamparo

The purpose of this study is to clarify the findings and criticisms in the extant literature concerning the theory of consumption values (TCV) by conducting a meta-analysis to (1…

5865

Abstract

Purpose

The purpose of this study is to clarify the findings and criticisms in the extant literature concerning the theory of consumption values (TCV) by conducting a meta-analysis to (1) examine the extent to which consumption values influence consumer behavior and (2) to explore contextual and methodological factors that may account for between-study variance in the focal relationship.

Design/methodology/approach

The study employs a random-effects model and psychometric meta-analysis approach to examine 82 studies with 297 effect sizes in 34 countries between 1991 and 2022, inclusive.

Findings

Results reveal that consumption values have a positive significant and moderate effect on consumer behavior. Moreover, emotional value is the most influential predictor of consumer behavior, while social value is the weakest. Furthermore, the study's findings show that some contextual and methodological factors moderate the relationship between consumption values and consumer behavior.

Practical implications

The findings highlight that managers can work on consumption values to prompt positive consumer responses like attitude, intention, satisfaction and overall value perception. However, managers must consider that the relevance of the consumption values depends significantly on the outcome variable and the context, which calls for a tailored-made marketing strategy to appeal to consumers' diverse needs and wants.

Originality/value

Besides providing empirical evidence of the broad validity of the TCV, this study is the first meta-analytic review of the TCV, which integrates several insights to provide valuable research directions for future researchers and insightful implications for practitioners.

Details

Marketing Intelligence & Planning, vol. 41 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 21 June 2022

Stephen Oduro

Drawing on the resource-based view of the firm, the study aims to develop a holistic conceptual model to examine the nexus between entrepreneurial orientation (EO) and innovation…

Abstract

Purpose

Drawing on the resource-based view of the firm, the study aims to develop a holistic conceptual model to examine the nexus between entrepreneurial orientation (EO) and innovation performance (INPF) of social enterprises in an emerging economy, Ghana.

Design/methodology/approach

A quantitative research approach was used to collect and analyse 206 usable survey questionnaires through structural equation modelling-partial least square.

Findings

Results demonstrate that all the dimensions of EO – innovativeness, proactiveness, autonomy, risk-taking and competitive aggressiveness significantly influence the INPF of social enterprises. However, a paired t-test analysis shows that risk-taking has the largest effect size, followed by innovativeness, proactiveness, autonomy and competitive aggressiveness, in that order. The results highlight that social enterprises must exploit EO as a strategic asset in their corporate strategies and initiatives to realize competitive advantage and enhance INPF.

Originality/value

This study makes an incremental contribution to the extant literature by examining the impact of EO on INPF of social enterprises; it thus extends the EO framework from the conservative entrepreneurship context to the social entrepreneurship context, thereby advancing our understanding of the development and application of the EO framework in the social entrepreneurship context in emerging economies. The study concludes with the theoretical and managerial implications of the findings.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 20 December 2021

Stephen Oduro, Kot David Adhal Nguar, Alessandro De Nisco, Rami Hashem E. Alharthi, Guglielmo Maccario and Lara Bruno

This study aims to draw on instrumental and ethical theories to offer a quantitative review of the extant literature on the corporate social responsibility (CSR)–small-medium…

1585

Abstract

Purpose

This study aims to draw on instrumental and ethical theories to offer a quantitative review of the extant literature on the corporate social responsibility (CSR)–small-medium enterprises (SMEs) performance relationship through a meta-analysis.

Design/methodology/approach

Empirical studies from 57 independent peer-reviewed articles, including 66,741 firms, were sampled and analysed. Both subgroup and meta-regression analyses (MARA) were used to test the hypotheses of the study.

Findings

The authors' results demonstrated that social-oriented, economic-oriented and environment-oriented CSR activities have a positive, significant influence on overall, financial and non-financial performance of SMEs; however, the effect of social-oriented CSR activities is the strongest. Moreover, the impact CSR dimensions have on non-financial performance is stronger than on financial performance. Additionally, findings showed that the association between CSR and SME performance is positively and significantly influenced by contextual factors (i.e. sector and region of study) and methodological factors (i.e. performance measurement, study type, theory usage, sampling size and operationalisation of constructs).

Originality/value

The study is the pioneering meta-analytic review on the CSR–SME performance relationship, thereby clarifying the anecdotal results, synthesising the fragmented empirical studies and exploring the contextual and methodological factors that may account for between-study variance. Following the study's findings, the authors delineate insightful suggestions for future scholarship and fine-grained managerial implications for practitioners.

Details

Marketing Intelligence & Planning, vol. 40 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 January 2021

Stephen Oduro, Guglielmo Maccario and Alessandro De Nisco

This paper examines the status and evolution of green innovation research from 1948 to 2018.

3012

Abstract

Purpose

This paper examines the status and evolution of green innovation research from 1948 to 2018.

Design/methodology/approach

Using a systematic review of 293 peer-reviewed scholarly articles, the authors classify journal outlets, publication trends, research methods (research type, approach, design), themes/topics focus, country and regional distribution and theoretical perspectives, identifying main trends. They apply mixed methodologies, integrating both content and descriptive analyses.

Findings

Results reveal the following critical conclusions: (1) publication trends disclose a steady growth of interest in green innovation research in the last decade (2011–2018), with most of the articles appearing in top-ranked journal outlets; (2) empirical studies involving quantitative surveys dominate the field over other methods like experiments, case studies (qualitative) and conceptual models; (3) research themes/topics are multi-perspectives, covering management and strategic dimension of green innovation (e.g. green innovation integration and adoption strategy; collaboration and networking in green innovation; green innovation management systems, green supply chain management, etc.), performance (financial, non-financial and both), drivers/antecedents and consumer green behavior; however, the “management and strategy” papers are by far higher; (4) studies are preponderately multi-country focused, concentrated in Europe and Australasia, with a low concentration in emerging markets like Africa and South America; And (5) the field lacks the adoption and development of novel theories. So far, the research fields principally focus on the “Porter hypothesis” and resource-based view in terms of the theory-driven studies. Based on these findings, knowledge gaps are identified, as are limitations and actionable agenda for future research.

Originality/value

As the first systematic review to adopt a comprehensive, holistic approach in synthesizing and summarizing research vis-à-vis the phenomenon of green innovation, the study offers practitioners and researchers an insightful understanding of the relevant issues that have been investigated on green innovation, thereby anchoring the evolutions for further sustainable-oriented research and improvement in management practices.

Details

European Journal of Innovation Management, vol. 25 no. 2
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 24 February 2020

Stephen Oduro, Kwamena Minta Nyarku and Rotimi A. Gbadeyan

Integrating the social exchange and resource dependency theories, the study aims to comparatively examine the supplier relationship management (SRM) dimensions and organizational…

1102

Abstract

Purpose

Integrating the social exchange and resource dependency theories, the study aims to comparatively examine the supplier relationship management (SRM) dimensions and organizational performance links of private and public hospitals in Ghana.

Design/methodology/approach

Comparative in nature; employing a quantitative approach; and using simple random and convenience sampling techniques, the study tested the proposed hypotheses using structural equation model-partial least square based on 205 usable questionnaires. Partial least square-multigroup analysis (PLS-MGA) was performed to test the significance of the difference in the parameters between the two samples: private and public hospitals in Ghana.

Findings

The dimensions of SRM (communication, cooperation, trust, atmosphere and adaptation) have a significant, positive impact on private hospitals’ performance in Ghana. Similarly, communication and trust were found to be positively and significantly correlated to public hospitals’ performance. In contrast, cooperation, atmosphere and adaptation dimensions showed no significant, positive effect on public hospitals’ performance. PLS-MGA disclosed that these observed differences in the findings between the private and public hospitals in Ghana are statistically significant.

Research limitations/implications

The findings of the study, while limited to hospitals in Ghana, are likely to be relevant in other emerging economies for effective and enhanced supply chain relationship management.

Practical implications

The findings provide pragmatic insights for marketing practitioners and organizational leaders of hospitals about the significance of SRM dimensions in today’s globalized marketplace, and how to nurture them to enhance organizational performance.

Originality/value

The value of the study lies in the examination of the relationship between SRM and organizational performance in the health sector by comparing private and public hospitals in an emerging economy context.

Article
Publication date: 24 February 2020

Stephen Oduro

Open innovation (OI) is now recognized as one essential innovation paradigm to help small and medium enterprises (SMEs) quell their liability of newness and smallness. However…

1156

Abstract

Purpose

Open innovation (OI) is now recognized as one essential innovation paradigm to help small and medium enterprises (SMEs) quell their liability of newness and smallness. However, little is known about SMEs’ OI barriers, particularly in emerging economies. Drawing on both network and transaction cost theory, this study aims to explore the barriers to SMEs’ OI adoption in Ghana.

Design/methodology/approach

The study adopted an exploratory sequential research design that involved both qualitative and quantitative study methodologies. A total of 644 responses (21 survey interviews and 623 usable questionnaires) across SMEs in Ghana were collected and analyzed in the study. A qualitative analysis involving quotations extracted from the respondent’s statement was used to present the qualitative findings, whereas SEM-partial least square, co-variance approach, was used to analyze the formulated hypotheses.

Findings

Results show that significant barriers to SMEs OI adoption are collaboration barriers – difficulty in finding the right partners and problems of cooperation and coordination of operational functions; organizational barriers – lack of flexible internal procedures and structures and organizational inertia; and strategic barriers – opportunistic behavior of partners and lack of strategic and resource fit. Contrary to existing findings, financial and knowledge barriers were disclosed as driving factors, rather than barriers, to SMEs’ OI adoption; these findings challenge conventional thinking about SMEs’ major OI barriers.

Research limitations/implications

This study focuses on only SMEs in one emerging economy, namely, Ghana, which may limit the generalization of the findings.

Practical implications

The findings of this study, while limited to Ghana, offer useful insights to SMEs managers, development practitioners and policymakers respecting the overall importance of the OI model, its associated impediments, as well as the strategic measures to quell those barriers.

Originality/value

This study provides a pioneering empirical investigation into the main barriers to SMEs’ OI adoption in a less-explored emerging market context through a mixed research approach.

Details

International Journal of Innovation Science, vol. 12 no. 1
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 9 July 2019

Stephen Oduro and Leul Girma Haylemariam

Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable. Yet, little…

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Abstract

Purpose

Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable. Yet, little is known about its interaction effect on the relationship between market orientation (MO) and financial and marketing performance in emerging economies. The present study aims to comparatively examine the interaction effect of CSR on the direct link between MO and financial and marketing performance in manufacturing firms in Ghana and Ethiopia.

Design/methodology/approach

The interaction effect of CSR is examined using a quantitative methodological study design. A total of 439 usable questionnaires across manufacturing firms in Ghana and Ethiopia were collected and analyzed using SEM-PLS 3.0. Analytically, the study used product indicator approach to test the interaction effect of CSR on the nexus between MO and financial and marketing performance, while PLS-multigroup analysis (PLS-MGA) was used to test the significance of the observed differences in the results among the manufacturing firms in the two countries.

Findings

Results show that MO significantly improves financial and marketing performance. However, CSR reveals both “suppression” and “spurious” effects on the direct link between MO and financial and marketing performance under varying market conditions. The relationship between MO and financial performance is weakened in Ghanaian manufacturing firms but is strengthened in Ethiopian manufacturing firms when the level of CSR is high. Results, moreover, show that the nexus between MO and marketing performance is strengthened when CSR actions are high in both Ghanaian and Ethiopian manufacturing firms. The PLS-MGA revealed that these differences in findings in the two countries are statistically significant.

Practical implications

The findings suggest that company managers and marketing practitioners can use CSR in their marketing orientation campaigns to keep high performance and to remain competitive in today’s globalized market.

Social implications

Findings illustrate that incorporation of social interests and sustainability initiatives into firms’ marketing orientation strategies can meet stakeholders’ interest and expectation.

Originality/value

This is one of the few studies that examine comparatively the interaction effect of CSR on the MO–financial and marketing performance linkage in two emerging economies. The study extends our understanding of the RBV and stakeholder theories regarding the role of CSR in firms’ marketing strategies.

Details

Sustainability Accounting, Management and Policy Journal, vol. 10 no. 3
Type: Research Article
ISSN: 2040-8021

Keywords

Article
Publication date: 4 September 2019

Stephen Oduro

Much of the scholarly works on open innovation have significantly highlighted the application of the model in high-tech industries in the developed world. However, how the…

1573

Abstract

Purpose

Much of the scholarly works on open innovation have significantly highlighted the application of the model in high-tech industries in the developed world. However, how the phenomenon applies in low-tech small and medium-sized enterprises (SMEs) in developing countries is still marginal and lacks substantive research. This study aims to draw on the network theory of innovation to examine the open innovation orientations of low-tech SMEs in an emerging market context, particularly Ghana.

Design/methodology/approach

The research design used was a qualitative–quantitative approach: the qualitative phase of the study, involving 31 low-tech SMEs, used a multiple case approach through semi-structured interviews and analyzed the interview responses using NVivo statistical tool; the quantitative phase, including 706 low-tech SMEs, also used a survey questionnaire approach and descriptively analyzed data collected using SPSS statistical tool.

Findings

Results disclose that the low-tech SMEs’ employment of the open innovation model are preponderantly driven by commercialization purposes, knowledge acquisition motives, financial motives and strategic motives, whereas their open innovation approaches include inbound strategies (collaboration with suppliers, co-creation/customer immersion), outbound strategies (IP licensing out) and coupled strategies (strategic alliances, contract manufacturing, and joint ventures). Moreover, the findings show that the SMEs’ preferred open innovation partners include suppliers, customers, private universities and non-industry, in that order. Finally, results show that the low-tech SMEs’ open innovation advantages include market gains, strategic gains, knowledge gains, operational gains, financial gains and network gains, whereas their open innovation challenges colossally were collaboration barriers and organizational barriers.

Practical implications

These findings purvey valuable perceptiveness for managers, academicians and policymakers alike; they highlight the importance of open innovation to low-tech SMEs, proven strategies, challenges involved and the mechanisms for effective and efficient adoption of the open innovation model.

Originality/value

The value of this study reclines in the extension of open innovation research from high-tech industries in the advanced world to low-tech SMEs in emerging economies. Results of the study enrich the knowledge and understanding of how the theoretical model of open innovation is adopted and implemented by the low-tech SME sector in emerging economies.

Details

Journal of Science and Technology Policy Management, vol. 10 no. 3
Type: Research Article
ISSN: 2053-4620

Keywords

Article
Publication date: 20 April 2023

Emmanuel Yeboah-Assiamah, Farhad Hossain, Aminu Mamman and Christopher J. Rees

Having the right intent, aspiration, ability and attitude to become an entrepreneur has become the mantra in the extant literature to be driver of entrepreneurship and small and…

Abstract

Purpose

Having the right intent, aspiration, ability and attitude to become an entrepreneur has become the mantra in the extant literature to be driver of entrepreneurship and small and medium enterprise (SME) growth. Why would zealous and ambitious individuals with all rightful attributes so required of entrepreneurs have to fizzle out few years after venturing into business or SMEs? Perhaps these same individuals may relocate to other jurisdictions and would establish successful firms even beyond their imaginations. Beyond the individual’s entrepreneurial attributes, there are other external countervailing forces which either “enable” or “impede” entrepreneurial drive and SME growth processes. Adopting the theory of planned behavior, this study conceptualizes a systems framework to analyze how SMEs either flourish or fail in developing countries.

Design/methodology/approach

The study relies on secondary sources of data. It adopts a critical stage review of secondary data.

Findings

The study argues that the interplay of “internal factors” and “external factors” of prospective entrepreneurs provides a useful framework to explain the general SME outlook of an economy. The study postulates that many internally driven prospective SME entrants (with entrepreneurial attitudes, abilities and aspirations) mostly in the developing economies may have their dreams shattered because of obstructive external ecological elements which tend to frustrate new business entrants as well as existing ones.

Originality/value

With the aid of a framework, this study conceptualizes a comprehensive framework to analyze how SMEs either flourish or fail in developing countries.

Details

African Journal of Economic and Management Studies, vol. 14 no. 2
Type: Research Article
ISSN: 2040-0705

Keywords

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