George Kofi Amoako

The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana

The purpose of this study is to have a clear understanding of how sponsorship contributes positively to marketing communications performance. The methodology is based on social survey technique, which examines opinions, behaviors, and perceptions by asking people questions. Questionnaires were used to collect quantitative data to ensure a structured approach. An increase in brand awareness, brand preferences, brand recall, projecting the company’s image and above all goodwill, can lead to increased sales, and consequently increase organizational value, indicating that sponsorship contributes positively to marketing communication performance. Due to the limited resources, future research needs to examine sales as an additional factor to measure the effect of sponsorship on marketing communication performance to give a better view of the effect of sponsorship. For firms, the study indicates that sponsorship contributes positively to marketing communication performance and consequently increase organizational value.

Innovation and marketing in Africa – a Ghanaian perspective

Innovation is a natural part of all human societies. Africans are probably more innovative than other races, if necessity is the mother of inventions, and yet have realised the least benefits from the exploitation of innovation in the performance of marketing and business activities. This paper reviews literature from various sources to throw more light on the issues and challenges that confront the exploitation of innovation and marketing in Africa. Based on the evidence given the paper suggests areas where attention need to be drawn in order to enhance Africa’s ability to exploit innovations and marketing.

CSR Practices of Multinational Companies (MNCs) and Community Needs in Africa: Evidence of Selected MNCs from Ghana

Very little literature has been written on corporate social responsibility (CSR) activities of multinational companies (MNCs) and community needs in Ghana and Africa. Studies published pertaining to CSR in Africa is still relatively few. The relationship between company size and CSR activities has not been established through research in Ghana and Africa. Many MNCs in Ghana and Africa are striving to paint a picture of their companies as being highly socially responsible due to competition in the global market. The aim of this paper is to investigate the effects of the CSR contributions of Multi National Companies (MNCs) on local communities. This study also focused on investigating the reasons for the numerous CSR activities by these MNC’s and the benefits that these communities get. Five MNC’s (Vodafone, MTN, Unilever, Nestle and Shell) CSR activities were selected because they have invested heavily in CSR in Ghana for the past decade and their CSR activities are well known in the Ghanaian communities and directly affect communities in Ghana. The study revealed and tabulates various benefits that CSR activities bring to local communities and also the benefits that MNCs also get from engaging in the various CSR activities.

Employee and corporate branding: antecedents of change management

Employees can be made ambassadors of organisations if well motivated. Employees who have bought into the vision of organisation can bring about positive change management. There are a number of factors that can affect the brand of a company. These factors could be the key players of organisational success as the perception of a companys brand is very critical for its survival or failure. In survival strategies employed by many consultants for corporate restructuring and turn around management, change management and its strategic processes are very crucial for the enhancement of the corporate brand. This paper seeks to suggest the levels of applying these processes for both internal and external stakeholders and its impact on brand enhancement and corporate image. The authors have however proposed a conceptual model in the research work to further substantiate the suggestions made.

CSR and Education: The Ghanaian and African Perspective

Issues concerning society are everybodys business. Therefore, individuals, larger or smaller groups, formal or informal entities, public or private firms, governmental or non-governmental organisations who are key stakeholders of society must always aspire to champion societal concerns. Societys welfare should be everybodys business. Corporate social responsibility (CSR) in a broad sense can be viewed as the relationship of organisations with society as a whole, and the need for organisations to align their values with societal expectations (Atuguba & Dowuona-Hammond, 2006). In reality, it is a set of standards by which organisations can impact their environment with the potential of creating sustainable development (Helg, 2007). It is critical that society educates everyone to be responsible. From all societal actors, universities are the ones educating the future elites of a country. What they teach and do not teach may make or break a nations future and well-being. As noted by Dashwood and Puplampu (2010), there is a greater need for crafting a sustainable, strategic and mutually beneficial set of responsible actions in embracing the right approaches to CSR. According to them, such actions should emanate from a genuine recognition of, and attention to, economic, traditional, historical, as well as business arguments from the perspectives of the stakeholders and interest groups.