PurposeThe purpose of this paper is to explore the importance that successful entrepreneurs in Mauritius attach to marketing in operating their business and how marketing is actually practised or is prevalent in their enterprises.Design/methodology/approachThis paper forms part of a broader study undertaken by the authors. The survey instrument is a personally administered semi‐structured questionnaire. A sample of 30 successful entrepreneurs for this paper is drawn judgmentally from the broader study.FindingsThe results indicate that entrepreneurs surveyed use marketing to a large extent although some apply it unknowingly. Respondents tend to emphasize product development rather than improving product offering based on customer needs and wants. The results also reveal that some of the entrepreneurs practice marketing in mostly unconventional ways although there is evidence of convergence with traditional marketing in many respects. On the whole, the results of this survey indicate that entrepreneurs view marketing as an important function in achieving their business goals.Originality/valueThis paper contributes to the scant literature on the importance and relationship of the marketing function with respect to entrepreneurial activities and small and medium enterprises in Mauritius. The findings of this paper confirm that entrepreneurs attach significant importance to marketing, although in certain areas such as the elaborate marketing mix they practice marketing in their own style. The paper helps entrepreneurs to realize how marketing can be an asset to achieving success in their business. Some success factors in marketing practice are highlighted to benefit future and potential entrepreneurs. The study also cautions entrepreneurs about some marketing practices to which they ought to pay more attention instead of taking them for granted.
This study investigates the national cultural factors that influence marketing strategies implemented by international firms in thirteen African countries. This is an exploratory study based on interviews and questionnaires involving fifty marketing managers for data collection. Data was analyzed using a combination of content analysis with coding techniques. The findings demonstrate that the national cultural factors studied influence the marketing strategies at different levels. Sales promotions are impacted by six factors while new product introduction is mainly influenced by power distance and uncertainty avoidance. Language is from far the most influencing cultural factor on communication and advertising strategies. The findings indicate that it is possible for managers to design and implement better business strategies when entering the African market. This research extends the knowledge of African culture and its impact on consumer behavior, which is an important variable in marketing.
Not much has been researched in logistics outsourcing in the emerging countries, particularly in the oil and gas industry. This article investigates the feasibility of logistics outsourcing by the international oil and gas companies in the emerging business environment of Nigeria. An exploratory, multicase, qualitative approach was applied, involving 40 interviewees in three international oil companies and three of their logistics service providers. Findings reveal that vendors' capabilities, host community issues, joint venture influence, and employees' reactions challenge international oil companies' logistics outsourcing implementation while relationship management, contract management, and change management skills enable them handle these challenges. The results also show that surveyed organizations implement logistics outsourcing piecemeal and need to scale up their current capabilities to effectively integrate logistics outsourcing. The research confirms logistics outsourcing is achievable in Nigeria, but requires synergies and symbiosis between the oil companies and their local vendors.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.