This is a conceptual paper that draws on African symbolic concepts and integrates insights from knowledge management and marketing literature. The paper develops a practical…
Abstract
Purpose
This is a conceptual paper that draws on African symbolic concepts and integrates insights from knowledge management and marketing literature. The paper develops a practical framework, the LEARN model, to guide marketers in leveraging knowledge gaps for continuous learning and development.
Design/methodology/approach
This paper explores how embracing knowledge gaps, inspired by the African Adinkra symbol “Nea Onnim No Sua A, Ohu” (He who does not know can know from learning), can enhance marketing practices. The study proposes a framework showing how marketers can transform knowledge gaps into growth opportunities while maintaining trust and credibility.
Findings
The paper reveals that recognizing and embracing knowledge gaps should be viewed as an opportunity rather than a weakness. Through the LEARN model (Leverage Admission, Encourage Curiosity, Access Resources, Recognize Growth, Nurture Learning Culture), marketers can create environments that foster growth, trust and ethical practices.
Practical implications
The LEARN model provides actionable strategies for organizations and marketing practitioners to address knowledge gaps while maintaining credibility. By normalizing the acknowledgement of knowledge limitations and fostering a culture of curiosity and growth, marketers can enhance their effectiveness and build stronger relationships with clients and other employees.
Originality/value
The paper offers a unique integration of African philosophical concepts with modern marketing and knowledge management practices. It introduces a culturally grounded approach to knowledge gaps and proposes a practical model that aligns traditional wisdom with contemporary business needs.
Details
Keywords
Online technologies have, in recent times, revolutionized the process of relationship building between firms and their customers. Nonetheless, there is a limited focus and…
Abstract
Purpose
Online technologies have, in recent times, revolutionized the process of relationship building between firms and their customers. Nonetheless, there is a limited focus and theorization when it comes to explaining the link between online relationship marketing (ORM) activities and their impact on firm relationship marketing (RM) objectives. Thus, the purpose of this paper is to examine the signaling role of ORM activities in generating online trust and customer loyalty, through the lens of the signaling theory.
Design/methodology/approach
Data for the study were gathered through a survey of 429 Ghanaian retail bank customers. Results were analyzed using structural equation modeling techniques.
Findings
The paper highlights the signaling role of engagement and interactivity online in influencing banks’ RM outcomes per the signaling theory. It concludes that bank’s online relationship activities, over and above the online tools utilized, need to communicate appropriate and useful signals in order to positively influence online trust and loyalty among customers.
Originality/value
The study, in its uniqueness, utilizes the signaling theory to explain the role and impact of online RM activities in the banking industry.
Details
Keywords
Richard Boateng, Joseph Budu and Sheena Okai
Enterprise, Strategy.
Abstract
Subject area
Enterprise, Strategy.
Study level/applicability
This case study is about a used car retailer in an African country, specifically Ghana. Lessons drawn from the case could be applied in societies which are highly socialised; not individualistic.
Case overview
Ghana is one of the first African countries to be hooked up to the internet. However, there has been a very slow uptake of “traditional” e-commerce applications due to a number of critical factors including a legal framework, and electronic payment system. Despite these challenges, some firms are making strides to use the power of the internet to enhance their operations. For example, the case firm uses social relationships to sell its first stock of cars and to re-design its website. Other findings and lessons from this case could be applied to similar contexts.
Expected learning outcomes
An understanding of how society influences business operations, especially in an African or Ghanaian context. Learners can also draw lessons that could be applicable to enhancing and growing the e-commerce capabilities of offline firms.
Supplementary materials
Teaching notes.
Details
Keywords
Enterprise, Strategy
Abstract
Subject area
Enterprise, Strategy
Study level/applicability
This case study documents the history of e-commerce adoption and usage in a fabric and garment manufacturing firm operating in an African country. Lessons drawn from the case could be applied to understanding the achievement of e-commerce benefits through the complex interrelationships between firm-level, national and global resources.
Case overview
The case study presents a summary of e-commerce capabilities in the firm, the key resources developed and actions taken to deploy e-commerce capabilities and the notable benefits obtained through these e-commerce capabilities. The study shows that, first, the ability to access information and communication technology (ICT) infrastructure matters in developing countries, but managerial capabilities matter more. Managerial capabilities enable firms to find external resources (both in-country and globally) to substitute for internal resource deficiencies. Second, intangible social resources – trust, reputation and credibility – play a critical role in determining whether the e-commerce strategies of firms are successful or not.
Expected learning outcomes
An understanding of how managerial capabilities influence the creation of e-commerce capabilities and the achievement of e-commerce benefits, especially in an African or Ghanaian context. Learners can also draw lessons that could be applicable to understanding how a firm's strategic orientation, resource portfolio and the nature of its target market differentiate the extent of integration or adoption and usage of e-commerce in the firm.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.