UGBS PhD Marketing Student Wins Best Paper Award

A final year PhD Student at the Department of Marketing and Customer Management, University of Ghana Business School, Thomas Anning Dorson has won the best paper award at the 2015 Annual Conference of The Emerging Markets Conference Board. The conference was hosted by Institute of Management Technology, Dubai from January 18-22, 2015 on the theme “Redefining Value in Emerging Markets”.
The Emerging Markets Conference Board (EMCB) brings together marketing and emerging markets scholars and practitioners from around the world to discuss contemporary issues and challenges in emerging economies.
Thomas Dorson with Prof. Naresh Maholtra, leading authority on Marketing Research
Thomas Dorson’s award winning paper was co-authored with his supervisors Prof. Robert Hinson of the Department of Marketing and Customer Management and Dr. Mohammed Amidu of the Accounting Department on the topic “Environmental Moderators And Performance Effect Of Interactivity Innovation: A Study Of The Services Sector Of An Emerging Economy”. Their research argued that unlike previous studies that indicate that service innovation is directly related to firm performance, it is rather high levels of service innovations that maximize performance in service firms operating in emerging economies.
The paper made a novel contribution to the innovation literature by indicating that the implementation of service innovation can be maximized when environmental conditions are aligned to the implementation of interactivity innovations. The paper recommended to service firms operating in emerging economies to implement high levels of interactivity innovations in low competitive intensity period or reduce investments in interactivity innovation during high competitive periods. Service firms were also advised that in the period of high customer demand, they can maximize the performance effect of interactivity innovations by increasing the level of customization innovations, timing innovations and involvement innovations.
The Conference organized in association with the Academy of Indian Marketing (AIM), European Marketing Academy, Academy of Marketing Science and the American Marketing Association (AMA) was Co-Chaired by Naresh Maholtra, a Regents’ Professor Emeritus, Georgia Tech, USA, Professor, V. Kumar, Georgia State University, USA, Professor J. Moorthy, IMT-Dubai and Professor Jagdish Sheth of Emory University, USA. 
Other highly regarded scholars in attendance were Professors A. Parasuraman, Michael Brady, Steve Burgess, Vithala Rao, Robert Meyer, K. Sudhir, Russell Belk, Rajesh Chandy, David Tse and many others. 
Contributors from across five continents presented over 140 research papers addressing issues such as winning with digital marketing and social media, consumer behaviour in emerging markets and marketing strategies for penetrating emerging markets.