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Oijaku, O. C., Ezenwafor, E. C. & Osarenkhoe, A. (2024). Integrating TTF and UTAUT models to illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context. International Journal of Technology Marketing, 18(1), 113-135
Open this publication in new window or tab >>Integrating TTF and UTAUT models to illuminate factors that influence consumers' intentions to adopt financial technologies in an emerging country context
2024 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 18, no 1, p. 113-135Article in journal (Refereed) Published
Abstract [en]

Previous studies show that although financial technologies (Fintech) bridge the financial inclusion gap, its rate of adoption is low. This study aims to develop understand of factors that influence consumers’ intentions to adopt financial technologies (Fintech) for savings, loans, and investment by testing a model that integrates the unified theory of acceptance and usage of technology (UTAUT) and task-technology fit (TTF) model. Data was collected from a cross-section of 324 respondents online. Structural equation modelling via smart PLS 3.0 was used to test the hypothesised relationship. The result showed that the TTF and UTAUT integrative model is robust and adequately explained Fintech adoption. Performance expectancy and social influence significantly affected behavioural intentions, and effort expectancy significantly predicts performance expectancy. Interestingly, TTF predicts use behaviour but not significant on adoption intention. Finally, task characteristics strongly predict effort expectancy and performance expectancy. Focusing on user perceptions of the technology and neglecting the effect of the task technology fit, as commonly done in extant literature, may be not enough. Thus, this study fills this gap and integrates both UTAUT and TTF to facilitate understanding of illuminate factors that influence consumers’ intentions to adopt financial technologies in an emerging country context.

Place, publisher, year, edition, pages
Inderscience, 2024
Keywords
task-technology fit; TTF; UTAUT; performance expectancy; effort expectancy; financial technologies; Fintech; adoption intention; consumers’ intentions; emerging country context
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43185 (URN)10.1504/IJTMKT.2024.135674 (DOI)
Available from: 2023-10-26 Created: 2023-10-26 Last updated: 2024-01-03Bibliographically approved
Komunda, M. B., Osarenkhoe, A., Fjellström, D., Katusabe, J. & Nyongyera, V. (2023). A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms. Journal of Service Science and Management, 16(06), 694-710
Open this publication in new window or tab >>A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms
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2023 (English)In: Journal of Service Science and Management, ISSN 1940-9893, E-ISSN 1940-9907, Vol. 16, no 06, p. 694-710Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper was to study the relationship between marketing mix strategies, marketing culture and sales performance of Ugandan manufacturing firms. The study used a cross-sectional and quantitative design. Data was collected at a particular point in time. We employed firm-level data collected by means of a questionnaire survey sent to a sample of 118 of a total population of 178 manufacturing firms. The primary data was collected, coded; correlations and regression analysis were done using SPSS Version 21. Findings revealed a significant positive relationship between marketing mix strategies and sales performance, marketing mix strategies and marketing culture, and marketing culture and sales performance; marketing culture explains more of the variation in sales performance. The use of cross-sectional and quantitative methodology limits the researcher’s ability to make causal inferences and to examine behavioural change over time. Nevertheless, the insight gained from the conceptual framework and ideas posited are useful for developing a future research agenda. There is need for manufacturing firms to promote and recognize marketing culture and marketing mix strategies among CEOs and sales representatives.

Place, publisher, year, edition, pages
Scientific Research, 2023
Keywords
Marketing Mix Strategies, Marketing Culture, Sales Performance, Mbarara City
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43642 (URN)10.4236/jssm.2023.166037 (DOI)
Available from: 2024-01-22 Created: 2024-01-22 Last updated: 2024-01-23Bibliographically approved
Komunda, M. B. & Osarenkhoe, A. (2023). Can Efficacious Service Recovery Enable Retention of Complaint-Averse Savvy Customers?. Journal of Service Science and Management, 16(06), 670-693
Open this publication in new window or tab >>Can Efficacious Service Recovery Enable Retention of Complaint-Averse Savvy Customers?
2023 (English)In: Journal of Service Science and Management, ISSN 1940-9893, E-ISSN 1940-9907, Vol. 16, no 06, p. 670-693Article in journal (Refereed) Published
Abstract [en]

This study examined whether the relationship between service recovery and customer loyalty was statistically significant, and to examine the influence of firm responses on customer loyalty. Descriptive cross-sectional survey and stratified random sampling were used to produce a sample of 384 phone subscribers. Pilot study established reliability and validity of the questionnaire and testing for parametric assumptions performed. Descriptive statistics and inferential statistics (factor analysis, correlations, and regression tests) were used to analyze the data. Results indicated that these relationships were all positive and statistically significant. Moreover, combined impact of service recovery, firm responses, and service quality on customer loyalty was the strongest. Based on the findings, policymakers, and managers of mobile phone companies in Uganda should focus more on service quality, which showed the highest beta values and had a relatively high predictive value for customer loyalty. This study contributes to extant literature by illuminating firms’ responses to service recovery, by offering more explicit clarification of the relationship between service recovery, firm responses and customer loyalty. Mobile phone companies should improve how customer complaints are handled by considering the various dimensions of firm responses. Because of the study’s cross-sectional design, there remains a need to expand our knowledge by conducting similar but longitudinal studies.

Place, publisher, year, edition, pages
Scientific Research, 2023
Keywords
Mobile Telephone Company, Customer Complaint Behaviour, Customer Loyalty, Service Recovery, Service Quality, Firm Responses
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43644 (URN)10.4236/jssm.2023.166036 (DOI)
Available from: 2024-01-22 Created: 2024-01-22 Last updated: 2024-01-23Bibliographically approved
Fjellström, D., Osarenkhoe, A. & Roe, T. (2023). Enablers of international product customisation strategy - a Swedish case. International Journal of Business Environment, 14(2), 240-276
Open this publication in new window or tab >>Enablers of international product customisation strategy - a Swedish case
2023 (English)In: International Journal of Business Environment, ISSN 1740-0589, E-ISSN 1740-0597, Vol. 14, no 2, p. 240-276Article in journal (Refereed) Published
Abstract [en]

The aim of this study is to understand what factors influence companies to customise products international customers and markets. A qualitative case study with semi-structured interviews was conducted at one multinational corporation to gain insights into its product customisation strategy. The findings demonstrate how internationalisation can impact product customisation and identify four factors in the customisation process: culture, internationalisation, knowledge transfer, and product strategy. Tailored marketing strategies that influenced the international product customisation strategy (IPCS) were used. This study augmented on our understanding of how product customisation impacts internationalisation and vice versa, revealing the importance of knowledge transfer in IPCS and its growing impact due to digitalisation. It also shows how both B2B marketing and a tailored marketing strategy are overarching themes in international product customisation, making it one of few studies to recognise the relevance of omnichannel strategy in the B2B market segment.

Place, publisher, year, edition, pages
Inderscience, 2023
Keywords
digitalisation, knowledge transfer, internationalisation, product customisation.
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-40499 (URN)10.1504/ijbe.2022.10051621 (DOI)000972065100006 ()2-s2.0-85153892018 (Scopus ID)
Available from: 2022-11-23 Created: 2022-11-23 Last updated: 2023-05-26Bibliographically approved
Chowdhury, E., Fjellström, D., Osarenkhoe, A., Sukbua, S. & O'Sullivan, J. (2023). Resources required for internationalization of Swedish SMEs. In: : . Paper presented at 41st IBIMA Conference, Granada, Spain, 26-27 June, 2023.
Open this publication in new window or tab >>Resources required for internationalization of Swedish SMEs
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2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The aim of the study is to identify the resources required for the internationalization process for small and medium sized enterprises (SME) s in Sweden.

Keywords
Internationalisation, SME, Resource-based view, Sweden, SOAR Framework, Resources, Barriers
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-42757 (URN)
Conference
41st IBIMA Conference, Granada, Spain, 26-27 June, 2023
Projects
HARisi
Available from: 2023-07-12 Created: 2023-07-12 Last updated: 2023-07-13Bibliographically approved
Chowdhury, E. H., Fjellström, D., Osarenkhoe, A., Sawunda Hannadige, S. V. & Weerasinghe, D. K. (2023). The Contribution of Innovation Hubs Towards Strengthening the Regional Development in Sweden. International Journal of Innovation and Technology Management (IJITM), 20(2), 1-20, Article ID 2350010.
Open this publication in new window or tab >>The Contribution of Innovation Hubs Towards Strengthening the Regional Development in Sweden
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2023 (English)In: International Journal of Innovation and Technology Management (IJITM), ISSN 0219-8770, Vol. 20, no 2, p. 1-20, article id 2350010Article in journal (Refereed) Published
Abstract [en]

Aim: This study aims to explore the influence of innovation hubs (IHs) on innovation-based regional development.

Methodology: This study applied a qualitative approach using a multiple case study method to collect data through 10 semi-structured interviews. A detailed analysis of the data collected was conducted using the content analysis method.

Findings: The study shows that IHs can influence both economic and social development. An IH can attract knowledge and expertise as well as investors to the region through its activities and geographical location. The hubs support start-ups, entrepreneurs and smart specialization at the same time as they also enable sustainable development by creating social value. Regions can exchange resources through cross-collaboration via IHs.

Research Implications: This study has important theoretical managerial and societal implications. It adds comprehensive knowledge to the existing theory on IHs and regional development by highlighting the influence of IHs on regional development. The study shows both economic and social influence in detail and points out a previously undiscussed concept in the context of the correlation between IHs and regional development.

Place, publisher, year, edition, pages
World Scientific, 2023
Keywords
innovation clusters; Innovation hub; regional development; smart specialization; socio-economic development; sustainable development
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-40088 (URN)10.1142/S0219877023500104 (DOI)000861797400001 ()2-s2.0-85139828795 (Scopus ID)
Note

Published in Early Access 30th of September 2022.

Available from: 2022-10-10 Created: 2022-10-10 Last updated: 2023-10-30Bibliographically approved
Osarenkhoe, A. & Fjellström, D. (2022). A cluster's internationalization as a catalyst for its innovation system's access to global markets. EuroMed Journal of Business
Open this publication in new window or tab >>A cluster's internationalization as a catalyst for its innovation system's access to global markets
2022 (English)In: EuroMed Journal of Business, ISSN 1450-2194, E-ISSN 1758-888XArticle in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose

The paper aims to illuminate the platform created by a cluster organization to facilitate its internationalization and thereby enhance its regional innovation system partners' competitiveness by providing access to global value chains and boosting innovativeness.

Design/methodology/approach

The study draws upon the interaction approach, focusing on the interaction process, interaction partners, relationship atmosphere, and relationship environment. A qualitative study was conducted at Future Position X, a Swedish cluster organization. A total of 58 interviews were conducted, including 48 face-to-face in-depth interviews between 2017 and 2019 with six key informants at FPX, representatives from 28 SMEs, ten members of regional innovation systems to which FPX belongs, and four process leaders of regional and local networks, in addition to online interviews with ten members of the regional innovation systems conducted via Microsoft Teams in March 2021. The time span of the study provides a longitudinal perspective.

Findings

The FPX cluster collaborates with actors in the quadruple helix, maintaining a mindset that has led to a number of new partner agreements in the global arena to secure the resources and expertise necessary for cluster activities, and thereby ensuring firms in FPX networks access to platforms for international expansion. Internationalization thus expands the cluster's knowledge base beyond the traditional environment of its member firms.

Research limitations/implications

Very few innovations arise from the isolated work of a lone genius. Instead, most innovation is achieved through complex, interactive, iterative and cumulative learning processes in which a variety of actors are involved. The FPX cluster organization's internationalization platform is therefore vital to the internationalization of its partners since cluster actors lack the time, resources, knowledge, experience, and networks required to break into international markets singlehandedly.

Practical implications

This study suggests that, for practitioners and researchers alike, the growing importance and relevance of the regional innovation system cannot be overemphasized. It also holds policy and societal implications in that FPX's global network helps regional SMEs to internationalize, in addition to inspiring international firms to establish operations in the Gävleborg region, thereby helping to strengthen the overall GIS environment. Internationalization also expands the FPX cluster's knowledge base beyond the traditional environment of its firms, an example of this being the construction start of a Microsoft data centre in the region in 2020.

Social implications

FPX is financed through taxation and grant funding. By initiating projects, creating relationships and building collaborations, FPX thus contributes to collaboration between business, academia and the public sector. FPX also contributes to knowledge development of new technology by creating meeting places and networks around digital issues, such as GIS, AI, the IoT and blockchain technology.

Originality/value

While earlier research has concentrated on endogenous gaps critical to cluster dynamics, comparatively little attention has been paid to exogenous gaps, i.e. linkages between regional clusters and innovation partners elsewhere in the world. This study showcases the richness of interactions in the cluster against the background of wider, global innovation interactions. Future research should examine other vital questions that remain unanswered, e.g. by measuring and exploring the extent to which regional innovation systems can contribute to long-term economic growth for society.

Place, publisher, year, edition, pages
Emerald, 2022
Keywords
Cluster internationalization; Digitalization; Formal and informal networks; Future position X (FPX); Internationalization process; Small and medium-sized enterprises (SMEs)
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-39428 (URN)10.1108/emjb-11-2020-0127 (DOI)000815531000001 ()2-s2.0-85132858118 (Scopus ID)
Available from: 2022-07-04 Created: 2022-07-04 Last updated: 2022-12-02Bibliographically approved
Fjellström, D., Chowdhury, E., Osarenkhoe, A., Sjöberg, S. & Sekyere, B. (2022). Critical role of cluster organisations to overcome SMEs´ liabilities of size, resources, newness, and foreignness in their internationalisation. In: International Conference Proceedings: ICISET-22, ICBEN-22, LLESS-22 & IEMEL-22. Paper presented at 28th International Conference on Economics, Management, Education & Law (IEMEL-2022), Istanbul, November 23-25, 2022 (pp. 111-112). , 1, Article ID H1122509.
Open this publication in new window or tab >>Critical role of cluster organisations to overcome SMEs´ liabilities of size, resources, newness, and foreignness in their internationalisation
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2022 (English)In: International Conference Proceedings: ICISET-22, ICBEN-22, LLESS-22 & IEMEL-22, 2022, Vol. 1, p. 111-112, article id H1122509Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The purpose of the study is to find out how clusters can assist small- and medium enterprises (SME) s to expand their business to the international market. A qualitative approach was used in this study where the primary data was collected from five cluster organizations in the region of Gävleborg in Sweden with ten semi structured interviews with key personals in the five cluster organizations. The analysis was done with the help of concepts identified in the literature as well as new themes that was found in the empirical investigation.  The findings in this study have shown that the clusters can provide support to the SMEs to overcome obstacles related to capital, learning, innovation, networking, sales and strategy. The clusters can also help the SMEs in terms of sustainability. The weakest link is to help the SMEs to gain social capital where the clusters abilities are low. Each cluster has their niche competence so a collaboration within the clusters is required to help the SMEs in their international journey. The study extends the knowledge around the support system known as clustering as the study shows that only one cluster may not be able to help the SMEs in all the given areas required for their internationalization but a collaboration between clusters can help the SMEs to overcome most of the barriers towards internationalization. Future studies can focus on longitudinal research in this area to be able to follow the journey of the SMEs between the clusters but also to be able to capture and compare if the SMEs and cluster are experiencing the same pros and cons of the support system. We also suggest replicating this study in another region of Sweden to see if the results can be generalized or if it is a very local context regarding the help the SMEs can receive for internationalization. 

Keywords
Cluster, Support system, Small- and medium sized organizations, SME, Internationalization
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-40533 (URN)978-989-9121-13-3 (ISBN)
Conference
28th International Conference on Economics, Management, Education & Law (IEMEL-2022), Istanbul, November 23-25, 2022
Available from: 2022-11-29 Created: 2022-11-29 Last updated: 2022-12-01Bibliographically approved
Fjellström, D., Chowdhury, E., Osarenkhoe, A., Hartung, K. & Hämäläinen, E. (2022). Enablers of international product positioning strategy – A Swedish SME’s case. In: International Conference Proceedings: ICISET-22, ICBEN-22, LLESS-22 & IEMEL-22. Paper presented at 28th International Conference on Economics, Management, Education & Law (IEMEL-2022), Istanbul, November 23-25, 2022 (pp. 111-112). , 1, Article ID H112250.
Open this publication in new window or tab >>Enablers of international product positioning strategy – A Swedish SME’s case
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2022 (English)In: International Conference Proceedings: ICISET-22, ICBEN-22, LLESS-22 & IEMEL-22, 2022, Vol. 1, p. 111-112, article id H112250Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This study aims to identify the main factors that SMEs need to consider when positioning a premium priced product in the international market. In addition, this study aims to acquire in-depth knowledge regarding the market conditions in Germany. This study follows a qualitative research method, where a Swedish SME Damasteel acts as the case company of the research. In addition to the case company, four of their German distributors were interviewed using semi-structured interviews. The data were processed and presented by dividing the findings into six different categories. The empirical findings suggest that the German kitchen knife market is rather competitive, however, there is still potential for further growth and demand has been growing during the past few years. Personalisation of the products is considered one of the current trends. High quality of a product is often linked with high price, therefore, the main factors justifying premium price are the brand name, origin of the product, and customisation. This study contributes to the existing literature by adding new knowledge regarding product positioning and pricing strategies in the German market from the perspective of a Swedish SME. This study highlights the importance of premium price when positioning a high-quality product, therefore, it suggests that a premium product cannot be targeted to a mass audience. Practical recommendations offer insight to the case company Damasteel of the local market conditions in Germany, by providing an overview of the competition and customers in this segment. The focus of this study was on a niche market without offering any detailed information of the different factors influencing the market itself. Future research could supply an insight into how to better target the final customers of a specific market, and how to market a premium priced product for them. In addition, the pricing methods of the new product planned to be launched by the case company Damasteel and the impact on the current sales could be further investigated. 

Keywords
SMEs, Internationalisation, Differentiation, Pricing strategies, Customers, B2B
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-40532 (URN)978-989-9121-13-3 (ISBN)
Conference
28th International Conference on Economics, Management, Education & Law (IEMEL-2022), Istanbul, November 23-25, 2022
Available from: 2022-11-29 Created: 2022-11-29 Last updated: 2022-12-01Bibliographically approved
Kuthea Nguti, L. E., Osarenkhoe, A. & Kiraka, R. N. (2021). A study of the relationship between social cognitive factors and career choice satisfaction within the technology career path: a gendered perspective. Global Business Review, 22(4), 851-864
Open this publication in new window or tab >>A study of the relationship between social cognitive factors and career choice satisfaction within the technology career path: a gendered perspective
2021 (English)In: Global Business Review, ISSN 0972-1509, E-ISSN 0973-0664, Vol. 22, no 4, p. 851-864Article in journal (Refereed) Published
Abstract [en]

The technology workforce is plagued by a diversity issue caused by women leaving the field at an alarming rate. This global phenomenon afflicts developing nations in particular, since women are believed to make up only 30% of the technology workforce. However, there is little empirical data from developing nations on the phenomenon since most studies on the topic have been conducted in industrialized countries. This paper therefore explores the relationship between socio-cognitive mechanisms (self-efficacy, outcome expectation, perceived social support, academia-family role conflict) and career choice satisfaction, which is posited to be one of the key influencers in an individual’s decision to continue along a particular career path. A questionnaire was used to collect data from students pursuing technology courses, such as in bachelor programmes in informatics and telecommunications, at a private university in Kenya. The findings reveal that self-efficacy, outcome expectations and perceived social support positively influence career choice satisfaction, especially among female students, whereas academic-family role conflict negatively influences career choice satisfaction of female students only. This means that government, higher education institutions and employers need to be attentive to socio-cognitive mechanisms that influence women and use this information to reduce the exodus of women from careers in technology.

Place, publisher, year, edition, pages
Sage, 2021
Keywords
Career choice satisfaction, career persistence, self-efficacy, outcome expectation, perceived social support, academic-family role conflict, technology
National Category
Other Social Sciences not elsewhere specified
Identifiers
urn:nbn:se:hig:diva-29515 (URN)10.1177/0972150919840935 (DOI)000677297000001 ()2-s2.0-85067848276 (Scopus ID)
Available from: 2019-05-01 Created: 2019-05-01 Last updated: 2021-08-20Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-0477-855x

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