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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3759

Title: Challenges to market orientation adoption - the case of Komfo Anokye Teaching Hospital Mortuary
Authors: Fuseini, George
Issue Date: 11-May-2009
Series/Report no.: 4904;
Abstract: Although there has been much academic research on market orientation, comparatively none has been done on market orientation in the mortuary service. No single study has been undertaken on market orientation in the mortuary or the funeral sector on its challenges and prospects of market orientation. The aim of this research is to discover or determine the degree of market orientation and challenges for its adoption in the public mortuary business. It is also intended to suggest strategic options for its adoption in the mortuary service. The paper begins by clarification of the nature of market orientation followed by research reviews on market orientation and challenges of market orientation adoption. The paper then introduces the findings from both clients to KATH mortuary and the mortuary attendants using questionnaires and interviews respectively as the method of data collection. The paper culminates with a series of strategic recommendations and conclusions.
Description: A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration, 2009
URI: http://hdl.handle.net/123456789/3759
Appears in Collections:College of Arts and Social Sciences

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