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Positioning strategies of foreign and indigenous firms in an African cultural milieu

机译：非洲文化环境中外国和土着企业的定位策略

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摘要

Despite the pivotal role of positioning in marketing strategy formulation, few studies explicitly examine positioning strategies employed by foreign and indigenous firms operating in the same cultural milieu. Relying on the concepts of culture and positioning as the backdrop, this research contributes to the literature by answering two key research questions: What are the differences between African indigenous firms' and Africa-based foreign firms' pursuits of positioning strategies? And is a Western-developed typology of positioning strategies applicable in an African cultural milieu, and more specifically, in the Ghanaian cultural environment? The results of the study demonstrate that indigenous and foreign firms replicate each other's positioning strategies to carve out positions, although foreign firms aggressively pursue a wider range of strategies than indigenous firms. While there is a uniform attempt by indigenous and foreign firms to reach the mass-market and lowerto middle-class target audiences, foreign firms focus more on middle-class audiences than do indigenous firms. The authors discuss implications for marketing theory and practice.
机译：尽管定位在营销策略制定中的关键作用，但很少有研究过明确检查外国和土着公司在同一文化环境中运作的定位策略。依靠文化和定位作为背景的概念，这项研究通过回答两个关键研究问题有助于文献：非洲土着公司与非洲的外国公司的定位策略追求有什么差异？并是在加纳文化环境中的非洲文化环境中适用的西方发发的定位策略类型，更具体地说？该研究的结果表明，土着和外国公司虽然外国企业积极地追求更广泛的土着企业，但土着和外国企业互相复制到雕刻职位以雕刻职位。虽然土着和外国公司的统一企图达到大众市场和低级中产阶级目标受众，但外国公司比土着公司更多地关注中产阶级受众。作者讨论了对营销理论和实践的影响。

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  • 来源
    《Journal of Business Research》 |2020年第10期|627-638|共12页
  • 作者

    Blankson Charles; Iyer Pramod; Owusu-Frimpong Nana; Nwankwo Sonny; Hinson Robert;

  • 作者单位

    Univ North Texas G Brint Ryan Coll Business Dept Mkt Logist & Operat Management 1155 Union Circle 311396 Denton TX 76203 USA;

    Univ Texas Rio Grande Valley Robert C Vackar Coll Business & Entrepreneurship Dept Mkt One West Univ Blvd Brownsville TX 78520 USA;

    Ghana Inst Management & Publ Adm GIMPA Business Sch POB AH 50 Achimota Accra Ghana;

    Nigerian Def Acad Off Acad Provost PMB 2109 Kaduna Kaduna State Nigeria|Univ East London London England;

    Univ Ghana Business Sch POB LG 78 Accra Ghana|Univ Free State Business Sch Bloemfontein South Africa;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Positioning strategies; Foreign firms; Indigenous firms; Culture; Africa; Ghana;

    机译：定位策略;外国公司;土着公司;文化;非洲;加纳;

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