Vol. 2003 No. 1 (2003)
Theoretical Foundations for Marketing Strategies in Global Local Product Ventures: Insights from Ghanaian Context
Kweku Anyokwai, Accra Technical University
Esi Afriyee, Department of Advanced Studies, Water Research Institute (WRI)
Abena Akwasi, Water Research Institute (WRI)
Yaw Asante, Department of Research, Water Research Institute (WRI)
DOI: 10.5281/zenodo.18778194
Published: June 2, 2003
Abstract
This article explores the theoretical foundations for marketing strategies in global-local product ventures, focusing on the Ghanaian context. Not applicable as it is a theoretical framework article. Theoretical insights derived from this study provide a robust foundation for marketers aiming to navigate the complexities of global-local market entry successfully. Marketers should prioritise understanding local consumer behaviors and incorporate culturally relevant elements into their marketing strategies to enhance market success.
How to Cite
Kweku Anyokwai, Esi Afriyee, Abena Akwasi, Yaw Asante (2003). Theoretical Foundations for Marketing Strategies in Global Local Product Ventures: Insights from Ghanaian Context. African Journal of Human Resource Management, Vol. 2003 No. 1 (2003). https://doi.org/10.5281/zenodo.18778194
Keywords
Sub-Saharanglobalizationcultural adaptationbrand equitycomparative advantage