IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i1d10.1007_s12208-021-00296-1.html
   My bibliography  Save this article

Competitive marketing strategies of churches in Ghana: a theoretical development

Author

Listed:
  • Andrews Agya Yalley

    (University of Cape Coast)

Abstract

The age-long controversy on the application of marketing in religious and church organisations has made some strides after almost a decade ago when Bruce Wrenn wrote: “religious marketing is different”. However, this has focused on the application of marketing mix tactics without a clear understanding of the competitive marketing strategies underpinning them. This study, thus, set out to explore and develop a theoretical understanding of the competitive marketing strategies adopted by churches in Ghana. This study used a focus group study consisting of active church members from the different denominational groups in Ghana who have relevant knowledge in marketing and the marketing tactics used by their church. Using a deductive thematic analysis approach, this paper identified marketing as a necessary tool for churches and several competitive marketing strategies adopted by churches in attaining competitive advantage were identified and discussed. Finally, the implications of the findings for church growth and survival as well as directions for future empirical research were also discussed.

Suggested Citation

  • Andrews Agya Yalley, 2022. "Competitive marketing strategies of churches in Ghana: a theoretical development," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 77-99, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00296-1
    DOI: 10.1007/s12208-021-00296-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00296-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00296-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yiannis E. Spanos & George Zaralis & Spyros Lioukas, 2004. "Strategy and industry effects on profitability: evidence from Greece," Strategic Management Journal, Wiley Blackwell, vol. 25(2), pages 139-165, February.
    2. Karl Widerquist, 2018. "The Bottom Line," Exploring the Basic Income Guarantee, in: A Critical Analysis of Basic Income Experiments for Researchers, Policymakers, and Citizens, chapter 0, pages 93-98, Palgrave Macmillan.
    3. Roderick E. White, 1986. "Generic business strategies, organizational context and performance: An empirical investigation," Strategic Management Journal, Wiley Blackwell, vol. 7(3), pages 217-231, May.
    4. Richard B. Robinson & John A Pearce, 1988. "Planned patterns of strategic behavior and their relationship to business‐unit performance," Strategic Management Journal, Wiley Blackwell, vol. 9(1), pages 43-60, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Schul, Patrick L. & Davis, Peter S. & Hartline, Michael D., 1995. "Strategic adaptation to extended rivalry : Effects on organizational performance," Journal of Business Research, Elsevier, vol. 33(2), pages 129-142, June.
    2. Nguyen Phong Nguyen & Samuel Adomako, 2021. "Environmental proactivity, competitive strategy, and market performance: The mediating role of environmental reputation," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2008-2020, May.
    3. Acquaah, Moses & Yasai-Ardekani, Masoud, 2008. "Does the implementation of a combination competitive strategy yield incremental performance benefits? A new perspective from a transition economy in Sub-Saharan Africa," Journal of Business Research, Elsevier, vol. 61(4), pages 346-354, April.
    4. Chan, Ricky Yee-kwong & Wong, Y. H., 1999. "Bank generic strategies: does Porter's theory apply in an international banking center," International Business Review, Elsevier, vol. 8(5-6), pages 561-590, October.
    5. Ortega, María José Ruiz, 2010. "Competitive strategies and firm performance: Technological capabilities' moderating roles," Journal of Business Research, Elsevier, vol. 63(12), pages 1273-1281, December.
    6. García-Villaverde, Pedro M. & Ruiz-Ortega, María J. & Parra-Requena, Gloria, 2012. "Towards a comprehensive model of entry timing in the ICT industry: Direct and indirect effects," Journal of World Business, Elsevier, vol. 47(2), pages 297-310.
    7. Md. Shakib Hossain & Sara Bintey Kabir & Nafisa Mahbub, 2019. "Competitive Strategies and Organizational Performance: Determining the Influential Factor Conquer Over the Rivals in the Food Industry of Bangladesh," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 100-105.
    8. Photis M. Panayides, 2003. "Competitive strategies and organizational performance in ship management," Maritime Policy & Management, Taylor & Francis Journals, vol. 30(2), pages 123-140, January.
    9. Matthias S. Johann & Jörn H. Block & Lena Benz, 2022. "Financial performance of hidden champions: Evidence from German manufacturing firms," Small Business Economics, Springer, vol. 59(3), pages 873-892, October.
    10. Karl-Heinz Leitner & Stefan Güldenberg, 2010. "Generic strategies and firm performance in SMEs: a longitudinal study of Austrian SMEs," Small Business Economics, Springer, vol. 35(2), pages 169-189, September.
    11. Nurlan Orazalin & Mady Baydauletov, 2020. "Corporate social responsibility strategy and corporate environmental and social performance: The moderating role of board gender diversity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1664-1676, July.
    12. Brouthers, Lance Eliot & Gao, Yan & Napshin, Stuart, 2014. "Keiretsu centrality — profits and profit stability: A power dependence perspective," Journal of Business Research, Elsevier, vol. 67(12), pages 2603-2610.
    13. Maria Björklund & Helena Forslund, 2019. "Challenges Addressed by Swedish Third-Party Logistics Providers Conducting Sustainable Logistics Business Cases," Sustainability, MDPI, vol. 11(9), pages 1-15, May.
    14. Olawale Fatoki, 2019. "Sustainability orientation and sustainable entrepreneurial intentions of university students in South Africa," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 990-999, December.
    15. Eren Durmus Ozdemir & Saime Mecikoglu, 2016. "A Case Study on Performance Implications of Hybrid Strategy in Automotive Supplier Industry," International Business Research, Canadian Center of Science and Education, vol. 9(6), pages 31-43, June.
    16. Oliver Wagner & Thomas Adisorn & Lena Tholen & Dagmar Kiyar, 2020. "Surviving the Energy Transition: Development of a Proposal for Evaluating Sustainable Business Models for Incumbents in Germany’s Electricity Market," Energies, MDPI, vol. 13(3), pages 1-17, February.
    17. Avlonitis, George J. & Salavou, Helen E., 2007. "Entrepreneurial orientation of SMEs, product innovativeness, and performance," Journal of Business Research, Elsevier, vol. 60(5), pages 566-575, May.
    18. Alhamzah Alnoor & Khai Wah Khaw & XinYing Chew & Sammar Abbas & Zeeshan Zaib Khattak, 2023. "The Influence of the Barriers of Hybrid Strategy on Strategic Competitive Priorities: Evidence from Oil Companies," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 179-198, June.
    19. Julius H. Johnson, Jr. & Dinesh A. Mirchandani & Seng-Su Tsang, 2008. "Competitive Dynamics, Global Industry Cycles, Integration-Responsiveness, and Financial Performance in Emerging and Industrialized Country Markets," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 7(1), pages 61-88, April.
    20. K. Thomas Liaw, 2020. "Survey of Green Bond Pricing and Investment Performance," JRFM, MDPI, vol. 13(9), pages 1-12, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00296-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.