Challenges in the Era of Globalization - iaabd

Challenges in the Era of Globalization
Edited by Emmanuel Obuah
• To attempt to develop theory, conceptualization and constructs for marketing services globally
from developing countries
Research Methodology
Theoretical framework
The potential for service exports cannot be overlooked in developing countries (UNCTAD IX). Literature
on services export is fragmentary with little attempt to develop theory, conceptualization and constructs
for exporting (Fisk, Grove and John, 2003). Javalgi, Martin and Todd (2004) share the same view
therefore the proposal can be discussed from a number of different theoretical perspectives. The factor
proportion theory as a basis for international trade (Albaum, Duerr and Strandskov, 1998, 2005) can be
cited as the driving force for service trade. Export behavior theories and motives (Albaum et al, 2005) can
be conceptualized and constructs developed to support service exports. This call for using the theory to
attempt to explain the why and how service firms can move on to international marketing and the
dynamic activities conceptualized to explain the phenomenon. Harnessing and repackaging health and
education services for export calls for discrete changes in economic policies in Africa, and service
industries restructuring and reorganizing to increase and monitor activities in foreign markets. Therefore
export theories will explicitly explain the motives and strategy for the operation of such activities. Theory
development as compared to the internationalization of services have not kept pace (La and Patterson,
2005; Cicic et al, 1999; Knight, 1999; Reardon et al, 1996). Therefore contingency theory in management
studies which have widespread application (Ginsberg and Venkatraman, 1985) can be applied.
Contingency theory have been widely applied in strategy and organization research ( Zeithaml,
Varadarajan and Zeithaml, 1988; Hofer, 1975). The theory states that there is no single best strategy
which is most favorable for organizing and managing organizations. Business strategies need to be
organized and structured to meet specific environmental situation and technology used. Gardner et al,
(2000); Bharadwaj et al, (1993); and Hambrick et al, (1985) in their empirical and conceptual studies have
used contingency framework in marketing studies but not in connection with export marketing studies.
The contingency theory can therefore be extended to marketing services abroad because of the variety of
perspectives involved and the unique challenges that must be encountered in international borders.
Research Design
To achieve the above stated objectives, the study would employ both qualitative and quantitative
approaches to study the population of interest. The methodology to be employed would include in-depth
interview, focus group discussions and survey. The population for the study would include health and
education professionals in Ghana, the United Kingdom/United States of America. Policy makers, health
and education service providers, relevant government and regulatory institutions and agencies would also
be contacted. The contact method would be personal face to face interviews and administration of
research instrument (questionnaire). The researcher plans to travel out within the research scope in the
first two years to collect data from respondents. Funding would be sourced from her employers and
personal contributions. Both qualitative and quantitative techniques would be used to analyze the data
collected.
Sampling Technique
Data for the study will be collected using the purposive sampling method – a non probability method
where policy makers, health and education workers would be interviewed and questionnaires
administered to them. By using the purposive sampling method, only specified players in the export
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