Canadian Institute For Knowledge Development
  • Register
  • Login

Marketing and Branding Research

Notice

As part of Open Journals’ initiatives, we create website for scholarly open access journals. If you are responsible for this journal and would like to know more about how to use the editorial system, please visit our website at https://ejournalplus.com or
send us an email to info@ejournalplus.com

We will contact you soon

  1. Home
  2. Volume 9, Issue 1
  3. Author

Current Issue

By Issue

By Subject

Keyword Index

Author Index

Indexing Databases XML

About Journal

Aims and Scope

Editorial Board

Indexing and Abstracting

Peer Review Process

News

The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana

    George kankam

Marketing and Branding Research, 2022, Volume 9, Issue 1, Pages 1-17
10.33844/mbr.2022.60332

  • Show Article
  • Download
  • Cite
  • Statistics
  • Share

Abstract

The COVID-19 pandemic has become a worldwide concern hampered people's mobility and global trade. The study seeks to find the linkage between business managers' competency toward the performance of Fast-Moving Consumer Goods (FMCG) during the COVID-19 pandemic. The study is a quantitative technique that has a sample of 750 respondents, of which 732 responses were returned as per the questionnaires sent for data collection. The partial least squares technique was deemed appropriate and was used to scrutinize the data, which was based on Structural Equation Modeling (SEM). The findings revealed that COVID-19 pandemic has harmed managers' ability to operate their firms in Ghana, resulting in layoffs, low market share, low firm productivity, low client retention, a rise in the unemployment rate, and the closing of businesses. These findings supported profit maximization and survival-based theories, specifically the explanations advanced under the premise that every organization will act in its own best interests to maximize profit and survival, using every tactic to achieve survival. The implications of this study are to ensure that FMCG in Ghana ultimately migrates into digital platforms in order to remain flexible in their operation as a business and allow effective transactions among customers and business.
Keywords:
    COVID-19 pandemic Performance Competence Knowledge Efficiency
  • PDF (477 K)
  • XML
George kankam (2022). The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana. Marketing and Branding Research, 9(1), 1-17. doi: 10.33844/mbr.2022.60332
George kankam. "The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana". Marketing and Branding Research, 9, 1, 2022, 1-17. doi: 10.33844/mbr.2022.60332
George kankam (2022). 'The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana', Marketing and Branding Research, 9(1), pp. 1-17. doi: 10.33844/mbr.2022.60332
George kankam The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana. Marketing and Branding Research, 2022; 9(1): 1-17. doi: 10.33844/mbr.2022.60332
  • RIS
  • EndNote
  • BibTeX
  • APA
  • MLA
  • Harvard
  • Vancouver
  • Article View: 401
  • PDF Download: 281
  • LinkedIn
  • Twitter
  • Facebook
  • Google
  • Telegram
  • Home
  • Glossary
  • News
  • Aims and Scope
  • Privacy Policy
  • Sitemap
This journal is licensed under a Creative Commons Attribution 4.0 International (CC-BY 4.0)

Powered by eJournalPlus