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Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach

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  • Sadick Alhaji Husseini

    (Corvinus University of Budapest)

Abstract

This study explores entrepreneurship orientation in an emerging market. The review from existing literature describes the interest of marketing scholars in the understudied African emerging market. Ghana is among the emerging market characterized with the advancement in market climate for entrepreneurship. The level of awareness to create business opportunities to entrepreneurs is driven by the government economic policy. However, the nature of the challenges faced by entrepreneurs in an emerging market suggest that the outcome of entrepreneurship orientation is often uncertain. The aim of the study is to explore an in-depth understanding of entrepreneurship orientation which is under researched in an emerging market. Drawing from the data obtained through an in-depth interview in sub–Saharan Africa, Ghana, a grounded theory method was used. The study generates insight on the concept of entrepreneurship orientation as the central themes in the life world of the participants. This was established from the data through the three stages of coding: Open Coding, Axial Coding, and Selective Coding. It contributes to theoretical contribution by urging marketing scholars to contextualise entrepreneurship orientation research in emerging countries by applying new theories, other than those relevant to the context of developed economies.

Suggested Citation

  • Sadick Alhaji Husseini, 2022. "Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 9-17, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:9-17
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    References listed on IDEAS

    as
    1. V. Kumar & Rajendra Srivastava, 2020. "New perspectives on business model innovations in emerging markets," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 815-825, September.
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    3. Sascha Kraus & Rainer Harms & Matthias Fink, 2010. "Entrepreneurial marketing: moving beyond marketing in new ventures," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 19-34.
    4. Sinha, Mona & Sheth, Jagdish, 2018. "Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users," Journal of Business Research, Elsevier, vol. 86(C), pages 217-224.
    5. Klaus E Meyer & Mike W Peng, 2016. "Theoretical foundations of emerging economy business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 47(1), pages 3-22, January.
    6. Laxman Narasimhan & Kannan Srinivasan & K. Sudhir, 2015. "Editorial —Marketing Science in Emerging Markets," Marketing Science, INFORMS, vol. 34(4), pages 473-479, July.
    7. Paul Tracey & Nelson Phillips, 2011. "Entrepreneurship in Emerging Markets," Management International Review, Springer, vol. 51(1), pages 23-39, February.
    8. Brian S. Anderson & Patrick M. Kreiser & Donald F. Kuratko & Jeffrey S. Hornsby & Yoshihiro Eshima, 2015. "Reconceptualizing entrepreneurial orientation," Strategic Management Journal, Wiley Blackwell, vol. 36(10), pages 1579-1596, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Entrepreneurship Orientation; Emerging Market; Grounded theory; Ghana.;
    All these keywords.

    JEL classification:

    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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