Purpose: This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach: A multiple case study research strategy was used to analyse three commercial banks and two microfinance banks. Data were collected using...

Purpose: This study contributes to answering the question, can critical success factors of small businesses in emerging markets advance United Nation (UN) Sustainable Development Goals (SDGs)? Specifically, this study aims to explore the critical factors contributing to the success of small...

Purpose: The purpose of this paper is to examine how export learning capability and export environmental turbulence serve as mechanisms and boundary conditions to link export market-oriented culture to export performance. Design/methodology/approach: A quantitative approach was undertaken to...

Introduction to Healthcare Service Marketing Management: Building Customer-Driven Health Organisations /Robert Ebo Hinson, Kofi Osei-Frimpong, Ogechi Adeola, Lydia Aziato --The Societal and Healthcare Context /Lydia Aziato, Lillian Akorfa Ohene, Charles Ampong Adjei --Strategic Planning and...

"Customer Service Essentials: Lessons for Africa and Beyond is written with the understanding that successful organizations build a base of loyal customers who provide repeat business and positively influence potential customers. Building positive relationships with loyal customers requires...