TY  - JOUR
T1  - Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 9
EP  - 17
PY  - 2022
DA  - 2022/08/05
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - Alhaji Husseini, Sadick
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_11.pdf
KW  - Entrepreneurship Orientation
KW  - Emerging Market
KW  - Grounded theory
KW  - Ghana
AB  - 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.
ER  -