Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach

Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach

Title

Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach

Author

Sadick Alhaji Husseini

Classification JEL

M5, M21. L26.

Abstract

This study explores entrepreneurship orientation in an emerging market. The review from existing literature describes the interest of marketing scholars in the understudied African emerging market. Ghana is among the emerging market characterized with the advancement in market climate for entrepreneurship. The level of awareness to create business opportunities to entrepreneurs is driven by the government economic policy. However, the nature of the challenges faced by entrepreneurs in an emerging market suggest that the outcome of entrepreneurship orientation is often uncertain. The aim of the study is to explore an in-depth understanding of entrepreneurship orientation which is under researched in an emerging market. Drawing from the data obtained through an in-depth interview in sub–Saharan Africa, Ghana, a grounded theory method was used. The study generates insight on the concept of entrepreneurship orientation as the central themes in the life world of the participants. This was established from the data through the three stages of coding: Open Coding, Axial Coding, and Selective Coding. It contributes to theoretical contribution by urging marketing scholars to contextualise entrepreneurship orientation research in emerging countries by applying new theories, other than those relevant to the context of developed economies.

Keywords

Entrepreneurship Orientation, Emerging Market, Grounded theory, Ghana.

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Please cite this article as: etimm (2022) Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach. Journal of Emerging Trends in Marketing and Management. http://www.etimm.ase.ro/?p=863