n African Journal of Business and Economic Research - Order of market entry dynamics in Ghana's mobile telecoms industry

Volume 6, Issue 2_3
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


With global new-growth potentials ascribed to emerging markets, this study seeks to explore any relationships between the market share of the highly competitive but little-researched mobile telecoms firms in the middle-income Ghana, and their respective order of market-entry. The contextual underpinnings and peculiarities of that relationship are also considered. Using 800 respondents in Accra, the Order-of-Market-Entry effects and the dynamics of consumer network switchrates are respectively tested with Spearman's Rank Correlation and T-test. A Paradox of First-Mover, indicating a negative relationship between market share and order-of-market entry is markedly prevalent, coupled with a high rate of multiple network customership and sustainable non-price competition anchored on network coverage. The concomitant implications for marketing strategy are considered.

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