Process, Product and Marketing Innovations as Drivers of Market Share in Ghanaian Universal Banks | Chapter 6 | New Advances in Business, Management and Economics Vol. 11

 

The banking industry has undergone a significant transformation over the past decade, shaped by technological advancements, regulatory shifts, and evolving consumer behaviours. In Ghana, the banking sector faces several challenges, including operational inefficiencies, rapidly changing consumer preferences, and recurrent banking crises that have eroded public confidence. While innovation is recognised as a critical driver of service quality and market share, there remains limited clarity on which specific innovation processes most effectively enhance banking performance. This study examined the impact of four innovation process types—organisational, product, process, and marketing—on the market share of universal banking services in Ghana. Data were collected from 100 managers across four universal banks, with respondents categorised by managerial roles for deeper analysis. An email-based survey was administered over several weeks, with respondents categorised by managerial roles for deeper analysis. Structural equation modelling was employed to test hypotheses, generating path coefficients, t-statistics, and p-values.

 

The findings highlight process, product, and marketing innovations as significant drivers of market share, with process innovation emerging as the most influential factor. Marketing and product innovations follow in importance, while organisational innovation shows a comparatively limited impact. Process innovation (β = 0.252) emerged as the most pivotal factor shaping bank market shares in Ghana. The result was closely followed by marketing innovation (β = 0.251), product innovation (β = 0.242), and organisational innovation (β = 0.159). This quantified hierarchy provides a clear understanding of the relative significance of each innovation type within Ghana's banking sector.

 

The study offers actionable insights for strategic decision-making, resource allocation, and policy formulation, helping stakeholders enhance market share and overall performance. By shedding light on the specific innovation processes that drive success, the research equips practitioners with tools to better meet evolving customer needs and gain a competitive edge in Ghana’s dynamic banking landscape. Additionally, addressing the challenges of organisational innovation remains crucial for maximising its potential impact. This research contributes to the existing body of knowledge and lays a foundation for future studies to further optimise innovation strategies in the banking industry. The study is limited to four innovation types and a small sample of banks, highlighting the need for future research to involve broader samples and explore the interconnected nature of innovation.

 

 

Author(s) Details

Cosmos Kwasi Gyadu
School of Business, Capella University, Minneapolis, United States.

 

Please see the book here :- https://doi.org/10.9734/bpi/nabme/v11/6467

Transformative Influence of Online Marketing on the Growth and Success of Small and Medium-Scale Enterprises in Anambra State, Nigeria | Chapter 4 | New Advances in Business, Management and Economics Vol. 1

The use of social media for marketing has grown to be an important practice for businesses that wish to take advantage of the opportunities created by the changes in the digital world, the growing connectivity of people online and the growth in the use of mobile phones. Through the use of social media, companies can improve their competitive edge in areas such as the share of the market, increased sales growth, customers’ patronage and retention, the development of brand loyalty, and even more outreach. This work, therefore, looks at how the use of online marketing affects the performance of small and medium enterprises in Anambra State with more emphasis on social media marketing as the factor or process responsible for customer satisfaction, customer loyalty, and market share in the business enterprise achieving marketing goals. Particularly this is applicable in a case study where survey research was employed. Specifically, 50,213 employees and operators working in the Anambra state-registered small and medium enterprises (SMEs) which were 2233 in number were sampled (SMEDAN, 2021). Using a 95 percent confidence level and the Taro Yamane sampling formula, the appropriate sample size came to 397 respondents. The information was collected by the use of structured questionnaires that were later analyzed with the aid of descriptive statistics and simple regression using SPSS software. The findings reveal that social media marketing has a considerable effect on market share, customer satisfaction, and even customer loyalty. Consequently, the study recommends that SMEs develop strategic social media marketing plans and allocate adequate resources to maximize the benefits of digital engagement.

 

Author (s) Details

 

Ekwunife Gabriel Okafor
Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.

 

Njelita Chukwudi
Department of Entrepreneurship, Nnamdi Azikiwe University, Awka, Nigeria.

 

Please see the book here:- https://doi.org/10.9734/bpi/nabme/v1/3839

Studies on the Dynamics of Market Share’s Growth and Competition in Quadratic Mappings | Chapter 8 | Current Aspects in Business, Economics and Finance Vol.5

 This chapter demonstrates that the observed affair of any request, placed within the confine of a quadratic chart, can characterize the state of that request. Such a strategy explains the increase of request shares and their implicit troubles, the goods of broken scaling harmony, and the boundaries of company competition for request shares.

Author(s) Details:

C-René Dominique,
Laval University, Québec, Canada.

Luis Eduardo Rivera Solis,
Townsend School of Business, Dowling College, New York, USA.

Please see the link here: https://stm.bookpi.org/CABEF-V5/article/view/8455

The Moderating Effect of Organisational Culture on the Relationship between Information Technology Capability and Firm Performance: An Empirical Evidence from Lagos State, Nigeria | Chapter 04 |New Innovations in Economics, Business and Management Vol. 7

 The challenge for oil and gas marketing organisations around the world is to maintain a larger market share among competitors in the oil and gas business. Most company managers in Nigeria's oil and gas marketing industry find it difficult to regularly raise performance in terms of market share due to organisational culture rigidity and limited adoption of information technology competency in their organisations. As a result, this research looked into the moderating effect of organisational culture on the link between information technology capacity and performance of oil and gas marketing firms in Lagos State, Nigeria. In this study, the survey research design was applied. The target population in Lagos State, Nigeria, consists of 515 oil and gas marketing and retail outlets. The complete enumeration method was employed. According to the findings, there is a significant and positive relationship between information technology capability and market share of oil and gas marketing companies in Lagos State, Nigeria, and that the relationship between information technology capability and market share is significantly moderated by organisational culture. There is a correlation between information technology capability and market share, according to the research. Furthermore, organisational culture influences the relationship between information technology proficiency and market share.

Author(S) Details

M. A. Arokodare
School of Business & Entrepreneurship, American University of Nigeria, Yola, Adamawa State, Nigeria.

O. U. Asikhia
College of Arts, Management and Social Sciences, Caleb University, Imota, Lagos State, Nigeria.

G. O. Makinde
Department of Business Administration and Marketing, Babcock University, Illisan-Remo, Ogun State, Nigeria.

View Book:- https://stm.bookpi.org/NIEBM-V7/article/view/6389

Study on Organisational Capability and Their Strategic Impact on Firms Market Share | Chapter 06 | Novel Perspectives of Engineering Research Vol. 5

 Depending on the orientation and focus of the defining processes, capabilities can be classified into three groups. Those that are deployed from the inside out and activated by market requirements, competitive problems, and external opportunities are at one end of the spectrum. Dynamic capabilities give a solid tool for the organization's strategists, in addition to being a source of fresh resources for the corporation. In times of crisis, focusing on marketing capabilities may be less profitable than having strategic flexibility capabilities, especially as competition intensifies. Market share has become a language for senior management to describe their market goals. The notion of organisational capability and its implications for strategy and business performance are examined in this paper, but further empirical research is needed to create a deeper understanding of the relationship between organisational capability and market share.

Author(S) Details

Brahmane Jayant Shaligram
National Institute of Industrial Engineering (NITIE), Mumbai, India.

View Book:- https://stm.bookpi.org/NPER-V5/article/view/5322