Nathaniel Boso

Marketing and Corporate Strategy

About

Nathaniel Boso is a Professor of International Marketing and Strategy, and O. R. Tambo Africa Research Chair in Entrepreneurship and Employability at Kwame Nkrumah University of Science and Technology (KNUST). He is also an Extraordinary Professor at University of Pretoria’s Gordon Institute of Business Science (South Africa) and a visiting Professor to Strathmore University Business School (Kenya). Nathaniel also has been serving as the Dean of KNUST School of Business since 2017, and the Director of the Center for Applied Research and Innovation in Supply Chain– Africa (CARISCA), a USAID funded center of excellence since 2020. Prior to joining KNUST, he was an Associate Professor of Marketing at the University of Leeds, United Kingdom. His research interests span international entrepreneurship, industrial marketing and supply chain strategies that has won multiple international awards. Notably, in 2021 his article on “(How) Does Africa Matter for International Business Scholarship?” won the Academy of International Business (AIB) Insight’s Outstanding Article Award. He was also the winner of the 2019 S. Tamer Cavusgil Award from American Marketing Association Foundation, which recognizes the Journal of International Marketing article published in the calendar year that has made the most significant contribution to the advancement of the practice of international marketing management. He has published in high impact journals including Journal of International Business Studies, Journal of World Business, Journal of Business Venturing, Journal of Product Innovation Management, Journal of Business Ethics, Journal of International Marketing, and International Journal of Production Economics. Nathaniel serves as the Associate Editor of International Marketing Review and African Journal of Management. He also serves as the Vice-President of Academy of International Business African Chapter since 2018. He is the principal investigator of the National Research Foundation (South Africa) US$1.075 Million funded O. R. Tambo Africa Research Chair, and US$15 Million United States Agency for International Development (USAID) funded CARISCA center at KNUST. He received his Bachelor of Science degree in Business Administration from University of Ghana in 2002, Master of Science degree in Marketing from Umea University (AACSB accredited) in Sweden in 2004 and Ph.D. in International Entrepreneurship and Marketing from Loughborough University (AACSB, EQUIS and AMBA accredited) in the United Kingdom in 2011.

Research Summary

(inferred from publications by AI)

Business practices, marketing strategies, and policy changes shape performance across various domains. From entrepreneurial behaviors to external knowledge resources, these themes reveal how businesses adapt and succeed in different contexts. For instance, entrepreneurial orientations drive market orientation and network ties, impacting firm innovation and performance. Financial capital and learning orientation influence exports and sales capabilities. Strategic orientation affects export performance and brand positioning. Firms' resilience and operational efficiencies are shaped by supply chain disruption and resource slack. Legal frameworks in Africa influence international behavior, while creativity modulates sales collaboration. Digital marketing strategies enhance consumer attitudes toward social media, impacting engagement. Firms adapt to cultural norms, influencing their business practices. Global orientation enhances export competitive advantage, shaping economic growth. Organizational leaders drive sales-enhancing collaborations, affecting customer satisfaction and product adaptations. International and regional expansions shape entrepreneurial success, while innovation orientations guide market responsiveness. Policy interventions influence international marketing strategies and ethical behaviors in education. Legal policies impact housing economics and organizational learning processes. Psychological intuitions modulate social media usage and consumer behavior, while digital literacy enhances communication in the workplace. Organizational leaders drive sales-benefit exchange capabilities, impacting brand orientation and customer stressors. Firms adapt to cultural differences in technology adoption. Ethical leadership influences selling behavior, shaping organizational cultures. Digital marketing strategies enhance consumer attitudes toward information, influencing social media usage. Legal frameworks impact energy policies in developing economies, while marketing practices shape international business strategies. Legal systems influence tourism demand, impacting domestic and international markets. International business strategies affect African development trajectories and innovation orientations drive market responsiveness. Firms adapt to cultural contexts, shaping entrepreneurial behaviors. Global orientation enhances export competitive advantage, influencing economic growth. Legal frameworks impact energy policies in developing economies, while marketing practices shape international business strategies. Ethical leadership influences selling behavior, shaping organizational cultures. Firms adapt to cultural differences in technology adoption, enhancing brand loyalty and innovation orientations drive market responsiveness. Organizational leaders enhance sales-benefit exchange capabilities, impacting customer satisfaction and entrepreneurial success. Legal frameworks influence housing economics and organizational learning processes. Firms adapt to cultural contexts, shaping entrepreneurial behaviors. Global orientation enhances export competitive advantage, influencing economic growth. Ethical leadership influences selling behavior, shaping organizational cultures. Firms adapt to cultural differences in technology adoption, enhancing brand loyalty and innovation orientations drive market responsiveness. Organizational leaders enhance sales-benefit exchange capabilities, impacting customer satisfaction and entrepreneurial success. Legal frameworks influence energy policies in developing economies, while marketing practices shape international business strategies. Ethical leadership influences selling behavior, shaping organizational cultures. Firms adapt to cultural contexts, shaping entrepreneurial behaviors.

Research Themes

All (99 Papers)

Social Sciences (96 Papers)

Physical Sciences (3 Papers)

All Papers

Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy(2013)

Entrepreneurial alertness and new venture performance: Facilitating roles of networking capability(2018)

Do entrepreneurs always benefit from business failure experience?(2018)

The effect of entrepreneurial orientation on new venture performance: Contingency roles of entrepreneurial actions(2020)

Enhancing the sales benefits of radical product innovativeness in internationalizing small and medium-sized enterprises(2016)

External knowledge resources and new venture success in developing economies: Leveraging innovative opportunities and legitimacy strategies(2022)

Complementary Effects of Entrepreneurial Orientation, Market Orientation and Network Ties on Performance of Entrepreneurial Firms in a Developing Economy(2014)

The effects of strategic orientation and network ties on the performance of entrepreneurial firms(2013)

Realizing the 2030 Agenda for Sustainable Development in Sub-Saharan Africa: The Role of Entrepreneurial Activities of Women and Disadvantaged Groups(2020)

Entrepreneurial orientation and market orientation as drivers of product innovation success: A study of exporters from a developing economy(2012)

Complementary effect of entrepreneurial and market orientations on export new product success under differing levels of competitive intensity and financial capital(2011)

Firm Innovativeness and Export Performance: Environmental, Networking, and Structural Contingencies(2013)

The internationalization of African firms: Opportunities, challenges, and risks(2018)

International entrepreneurial orientation and regional expansion(2016)

The effect of export marketing capabilities on export performance: Moderating role of dysfunctional competition(2017)

Export strategic orientation–performance relationship: Examination of its enabling and disenabling boundary conditions(2016)

Entrepreneurial and Market-Oriented Activities, Financial Capital, Environment Turbulence, and Export Performance in an Emerging Economy(2016)

Do Export Learning Processes Affect Sales Growth in Exporting Activities?(2019)

Institutionalization of protection for intangible assets: Insights from the counterfeit and pirated goods trade in sub-Saharan Africa(2022)

Examining the Paths from Export Strategic Orientations to Export Performance: The Mediating Role of Export Resource Transformation Capability(2016)

The empirical link between export entry mode diversity and export performance: A contingency- and institutional-based examination(2017)

INVESTIGATING THE PATH FROM FIRM INNOVATIVENESS TO FINANCIAL PERFORMANCE: THE ROLES OF NEW PRODUCT SUCCESS, MARKET RESPONSIVENESS, AND ENVIRONMENT TURBULENCE(2016)

International network formation, home market institutional support and post-entry performance of international new ventures(2021)

Quadratic effects of dynamic decision-making capability on innovation orientation and performance: Evidence from Chinese exporters(2018)

Africa-to-Africa Internationalization: Emerging Trends and Key Issues(2016)

When is brand orientation a useful strategic posture?(2016)

Africa-to-Africa Internationalization: Future Trends and Research Avenues(2016)

Bridging Institutional Distance: An Emerging Market Entry Strategy for Multinational Enterprises(2018)

Editorial to the special issue “International entrepreneurial behaviors of African firms: Emerging issues, challenges and opportunities”(2024)

Complementary Effect of Entrepreneurial and Market Orientations on Export new Product Success Under Differing Levels of Competitive Intensity and Financial Capital(2017)

Achieving export competitive advantage: can global orientation and export product adaptation be reconciled?(2019)

Do Coordination Flexibility and Market Orientation Leverage Entrepreneurial Strategy to Predict Export Sales Performance?(2014)

Export entrepreneurial-oriented behaviour and export performance(2010)

GEI: The International Marketing Strategies of Emerging Market Firms(2016)

THE IMPACT OF INTERNATIONAL ENTREPRENEURIAL-ORIENTED BEHAVIORS ON REGIONAL EXPANSION: EVIDENCE FROM A DEVELOPING ECONOMY(2016)

Dynamic Decision-Making, Innovation Orientation, and Export Firm Performance--Model(2019)

Product innovation strategy and competitive advantage : an empirical study of Portuguese exporters(2021)

The Form of Relationship between Firm‐Level Product Innovativeness and New Product Performance in Developed and Emerging Markets(2014)

Does organizational creativity always drive market performance?(2017)

The effects of learning orientation and marketing programme planning on export performance: Paradoxical moderating role of psychic distance(2019)

Operational resilience, disruption, and efficiency: Conceptual and empirical analyses(2020)

Linking resource slack to operational resilience: Integration of resource-based and attention-based perspectives(2022)

In search of operational resilience: How and when improvisation matters(2023)

Clarifying supply chain disruption and operational resilience relationship from a threat-rigidity perspective: Evidence from small and medium-sized enterprises(2024)

Moderating effect of supply chain complexity in governance mechanisms and operational performance relationship: Evidence from a sub-Saharan African market(2021)

Operational Resilience and Operational Efficiency: Conceptual and Empirical Analyses(2019)

Big data analytics capability and market performance: The roles of disruptive business models and competitive intensity(2021)

Challenges in Using a Mixed-Method Approach to Explore the Relationship Between Big Data Analytics Capabilities and Market Performance(2023)

The Effects of Business Failure Experience on Successive Entrepreneurial Engagements: An Evolutionary Phase Model(2016)

Growth implications of creation and discovery behavior among family firms: the moderating role of venture age(2022)

Does financial resource slack drive sustainability expenditure in developing economy small and medium-sized enterprises?(2017)

Linking transformational leadership to turnover intention in the public sector(2017)

Salesperson improvisation: Antecedents, performance outcomes, and boundary conditions(2016)

Sales intra-functional flexibility: Its relationship to performance and moderating effects on role stressors(2019)

Job satisfaction, distributive justice, perceived absence legitimacy and the role of turnover intentions: an exploratory study in Ghana(2020)

Sales intra-functional flexibility: its relationship to performance and moderating effects of customer orientation and role stressors [conference abstract](2017)

Configuring political relationships to navigate host-country institutional complexity: Insights from Anglophone sub-Saharan Africa(2023)

Drivers of international tourism demand in Africa(2017)

Africa rising in an emerging world: an international marketing perspective(2018)

Corporate sustainability strategies in institutional adversity: Antecedent, outcome, and contingency effects(2020)

International marketing strategies of emerging market firms(2018)

Firm resilience, stressors, and entrepreneurial well-being: insights from women entrepreneurs in Ghana(2024)

How internal marketing drive customer satisfaction in matured and maturing European markets?(2017)

Customer integration and customer value: contingency roles of innovation capabilities and supply chain network complexity(2022)

Linking improvisational behavior to customer satisfaction: the relational dynamics(2019)

Performance Implications of the Interplay Between Sales Intra-Functional Flexibility, Customer Orientation and Role Ambiguity(2015)

Influences of Internal Marketing on Customer Satisfaction Survey(2018)

Three Levels of Ethical Influences on Selling Behavior and Performance: Synergies and Tensions(2017)

Foreign Direct Investment and Tourism Development in Africa(2020)

(How) Does Africa Matter for International Business Scholarship?(2018)

Developing and utilizing coopetitive relationships: Evidence from small and medium-sized enterprises in sub-Saharan Africa(2023)

From rivals to allies: Building and benefiting from coopetition capability(2025)

Governance mechanisms and operational performance: the moderating effects of structural network complexity(2019)

How agency and self‐efficacy moderate the effects of strategic improvisational behaviors on sales performance: Evidence from an emerging market(2022)

Disruptive market shift: Conceptualization, antecedents, and response mechanisms(2023)

Green process innovation and financial performance in small and medium-sized enterprises in a developing Country: Role of resource orchestration(2025)

Social networks and consumer technology usage: A systematic literature review and future research directions(2023)

Exploring how social network ties moderate the relationship between consumer attitude and technology usage: empirical study of mobile banking users in Kenya(2023)

Consumer Attitudes and Technology Usage: Moderating Effects of Demographic Characteristics(2023)

Exploring how social network ties moderate the relationship between consumer attitude and technology usage: empirical study of mobile banking users in Kenya(2023)

Africa’s Competitiveness in the Global Economy: Past, Present and Future(2018)

Does export product adaptation enable customer value creation? An examination of Finnish exporters(2017)

Global orientation and export competitive advantage: A study of Malaysian firms [Abstract](2018)

A MULTI-FACETED EXAMINATION OF THE EXPORT PRODUCT ADAPTATION—CUSTOMER VALUE CREATION RELATIONSHIP(2018)

Global orientation and export competitive advantage : a study of Malaysian firms(2018)

Investigating the Path from Supply Chain Integration to Business Performance: Evidence from a Sub-Saharan African Economy(2016)

Antecedents and Consequences of Supply Chain Integration: Empirical Evidence from a Developing Economy(2016)

Decision-making in international marketing: past, present and future(2023)

Exploring how demographic factors influence consumer attitudes and technology usage(2023)

Traffic Congestion Impact on Energy Consumption and Workforce Productivity: Empirical Evidence from a Developing Country(2015)

Casebook of Indigenous Business Practices in Africa(2023)

Customer satisfaction as a performance measurement and management tool in English social housing(2016)

Charismatic leadership as a driver of sales-marketing collaboration(2011)

Enhancing sales benefits of radical product innovation capability in internationalizing small and medium-sized firms: A multi-country empirical examination(2016)

Effects of Organized Creativity Questionnaire(2017)

Ethical Influences on Selling Behavior and Performance Survey(2019)

Marketing Capabilities and Dysfunctional Competition in Export Performance--Model(2019)

Corporate Sustainability Strategies in Institutional Adversity--Model(2021)

Prelims(2023)

Collaboration Network

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Research Collaboration Map

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About This Profile

This profile is generated from publicly available publication metadata and is intended for research discovery purposes. Themes, summaries, and trajectories are inferred computationally and may not capture the full scope of the lecturer's work. For authoritative information, please refer to the official KNUST profile.