Developing and deploying marketing agility in an emerging economy: the case of Blue Skies
Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019)
Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 36(2), 190-212. https://doi.org/10.1108/imr-12-2017-0261
In almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival. ...
Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh
Presentation / Conference
Osei, C., & Weigert, A. M. (2018, May)
Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh. Paper presented at 47th European Marketing Academy (EMAC) Conference
This exploratory research uncovers the current perception of brand Edinburgh among the residents of Munich, and explores potential attitudes, feelings and emotions of the part...
Osei, C., & Gbadamosi, A. (2011)
Re‐branding Africa. Marketing Intelligence and Planning, 29(3), 284-304. https://doi.org/10.1108/02634501111129257
– The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international a...