Marketing agility in underdog entrepreneurship: A qualitative assessment in post-conflict Sub-Saharan African context
Arslan, Ahmad; Kamara, Samppa; Tian, Anna Yumiao; Rodgers, Peter; Kontkanen, Minnie (2024-01-07)
Avaa tiedosto
Sisältö avataan julkiseksi: 07.01.2027
Arslan, Ahmad
Kamara, Samppa
Tian, Anna Yumiao
Rodgers, Peter
Kontkanen, Minnie
Elsevier
07.01.2024
Arslan, A., Kamara, S., Tian, A. Y., Rodgers, P., & Kontkanen, M. (2024). Marketing agility in underdog entrepreneurship: A qualitative assessment in post-conflict Sub-Saharan African context. Journal of Business Research, 173, 114488. https://doi.org/10.1016/j.jbusres.2023.114488
https://creativecommons.org/licenses/by-nc-nd/4.0/
© 2023 Published by Elsevier Inc. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http:/creativecommons.org/licenses/by-nc-nd/4.0/
https://creativecommons.org/licenses/by-nc-nd/4.0/
© 2023 Published by Elsevier Inc. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http:/creativecommons.org/licenses/by-nc-nd/4.0/
https://creativecommons.org/licenses/by-nc-nd/4.0/
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:oulu-202401161261
https://urn.fi/URN:NBN:fi:oulu-202401161261
Tiivistelmä
Abstract
Extant entrepreneurship literature lacks specific research on how underdog entrepreneurs survive and strive in post-conflict environments. This study seeks to explore the role of marketing agility as an essential capability to survive and exploit business opportunities in post-conflict Sub-Saharan Africa, where institutional voids and volatility coexist. The empirical research design comprises of multiple case studies of sixteen underdog (war-affected) entrepreneurs in Liberia and Sierra Leon; both countries which went through civil war and violent internal strife in recent past. The study findings reveal that marketing agility and its dimensions, i.e., robustness, responsiveness, and proactiveness, are critical for underdog entrepreneur’s business’s survival. Finally, the findings also show that institutional context, volatility, and individual experiences of entrepreneurs tend to influence the manifestation of this marketing agility.
Extant entrepreneurship literature lacks specific research on how underdog entrepreneurs survive and strive in post-conflict environments. This study seeks to explore the role of marketing agility as an essential capability to survive and exploit business opportunities in post-conflict Sub-Saharan Africa, where institutional voids and volatility coexist. The empirical research design comprises of multiple case studies of sixteen underdog (war-affected) entrepreneurs in Liberia and Sierra Leon; both countries which went through civil war and violent internal strife in recent past. The study findings reveal that marketing agility and its dimensions, i.e., robustness, responsiveness, and proactiveness, are critical for underdog entrepreneur’s business’s survival. Finally, the findings also show that institutional context, volatility, and individual experiences of entrepreneurs tend to influence the manifestation of this marketing agility.
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