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Assessing the Marketing Strategy Determinants on Organization Performance in African Business Scenario


Affiliations
1 Professor, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
2 Lecturer, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
 

The study was conducted to examine the determinants of marketing strategies on the organizational performance in African business scenario. The researchers had designed both descriptive and inferential statistics and different methodologies. The sampling technique was both non-probability and probability incorporating simple random sampling technique. The data for this study were obtained from Oromia International Bank, Ethiopia as the representative organization with a survey of 115 customers of Oromia International Bank, those served in sectors and OIB staff Bule-Hora branch. The researchers, finally come up with the result, of less marketing strategy implementation and the decreasing the organization performance which are mainly associated with poor leaders’ capacity, Work environment and poor Employee’s commitment and poor technology adoption, related factors were among the major problems. Leader’s capacity is one of the most promising ways to increase organization performance in Ethiopia. The researchers recommended that the concerned body had to have applied so as to end up with the problems observed in marketing strategy implementation, control the factors, and in turn provide good marketing strategy implementation as well as good organization performance.

Keywords

Marketing strategy, Customers, Strategy Determinants, Organization Performance
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  • Assessing the Marketing Strategy Determinants on Organization Performance in African Business Scenario

Abstract Views: 219  |  PDF Views: 116

Authors

Aravind Soudikar
Professor, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
Gemechu Tufa
Lecturer, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
Dambi Dugo
Lecturer, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
Gemechis Fikadu
Lecturer, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia

Abstract


The study was conducted to examine the determinants of marketing strategies on the organizational performance in African business scenario. The researchers had designed both descriptive and inferential statistics and different methodologies. The sampling technique was both non-probability and probability incorporating simple random sampling technique. The data for this study were obtained from Oromia International Bank, Ethiopia as the representative organization with a survey of 115 customers of Oromia International Bank, those served in sectors and OIB staff Bule-Hora branch. The researchers, finally come up with the result, of less marketing strategy implementation and the decreasing the organization performance which are mainly associated with poor leaders’ capacity, Work environment and poor Employee’s commitment and poor technology adoption, related factors were among the major problems. Leader’s capacity is one of the most promising ways to increase organization performance in Ethiopia. The researchers recommended that the concerned body had to have applied so as to end up with the problems observed in marketing strategy implementation, control the factors, and in turn provide good marketing strategy implementation as well as good organization performance.

Keywords


Marketing strategy, Customers, Strategy Determinants, Organization Performance

References