Prof. Ing. Dr. Róbert Štefko, PhD.
Faculty of Management, University of Prešov in Prešov, Slovakia
REVIEW FOR DOCTORAL DISSERTATION THESIS
Author of Dissertation Thesis: Ing. Emmanuel Selase Asamoah
Title of Dissertation Thesis: “Brand management in the fast food industry: a cultural perspective of the branding strategies of firms, and the behavior of consumers in the Czech Republic and Ghana“
Brand management v priemysle rýchleho občerstvenia: kultúrna perspektíva brandingových stratégií firiem a spotrebiteľské správanie v Českej republike a Ghane.
Evaluation of dissertation thesis in relation to the actuality of the topic
We can state that the focus of the dissertation thesis is nowadays highly topical and worthy for research, for special attention. Having best quality brand management in the sphere of fast food service production is in current hypercompetitive environment for the company selling these types of services essential for being successful.
In the global corporate environment the company must take into consideration that the cultural specific features might be significant from the strategic point of view. That is the reason why analytical papers and theses like this one are welcomed and useful. This thesis contributes to rigorous knowledge of analyzed facts and presented models might have positive impact on the creation of comprehensive competitive advantage of the company which accept and prosper from knowledge and information presented in the papers of this kind.
The meaning of this knowledge is crucial and universally accepted in the theoretical papers as well as in the practice and this field is subject for further research and development. The way the author has handled with the topic should be highly appreciated as well as the level of quality presented in this thesis.
Evaluation of dissertation thesis in relation to accomplishment of specified goals
The author formulated the aims of the dissertation thesis clearly and all of them have been accomplished progressively. Not only the goals have been defined precisely, their fulfillment had natural and logical progression throughout the whole theses.
I state that the main objective of this research to propose a model for cross cultural branding strategy in the global fast food industry has been accomplished. I highly appreciate that result of the research.
Moreover, the research examines the branding strategies of firms in the fast food industry with reference to the dimensions of the marketing mix and the behavior of consumers towards fast food in the Czech Republic and Ghana and the major marketing variables that determine their preferences for fast food brands.
First the author analyzed the cultural orientation of consumers in the Czech Republic and Ghana with reference to the different age groups as well as sex and after he determined the extent of relationship between consumers in the Czech Republic and Ghana and their response to the marketing mix variables.
Research examined the relationship between sex, age and income and the frequency of purchase of fast food among respondents in the Czech Republic and Ghana. Identification of the preference patterns of consumers in the Czech Republic and Ghana and perception of firms with respect to the standardization or customization of fast food product or services.
The author described the role of internet in the customization of fast food products as well as trends in the use of the internet in fast food operations. He examined the preference patterns of consumers and perception of firms on the inclusion of local/traditional ingredients in fast food products and services for adaptation or standardization purposes. In the end he analyzed the market structure of the fast food industry and strategies for competitive advantage.
The dissertation thesis can be characterized by logical sequence chain of solution and gradually leads to the final determination of contributions not only in the area of marketing theory but also in the sphere of managerial practice described in the chapter called Relevance for Science and Practical Management.
Statement about the procedure of research objectives and the results of dissertation thesis with the particular contribution of the student:
Presented methodology of research in the dissertation thesis confirms that Ing. Emmanuel Selase Asamoah masters research methods at required level.
All 4 hypotheses defined in the chapter 6.1. were precisely and clearly defined and verified in appropriate way.
I appreciate especially not only the particular results and findings from the statistical data processing but also several notes presented as „authors impressions“- particularly “A conceptual framework of the interrelationship between culture and marketing mix and the age and sex of consumers” and “The proposed model for cross cultural branding strategy in the fast food industry - cited as authors compilation”. Together with presented statistical research results it presents apparent and distinct contribution for theory and practice. It forms a considerable part of the thesis. Concurrently on this base the author defines positive implications in the sphere of possibilities for more qualitative brand management in the fast food industry and the behavior of consumers in the Czech Republic and Ghana.
Consequently the dissertation thesis presents the Conclusions as well as Suggestions for future research. I consider these parts to be high quality and suitable, too.
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Statement about the importance of the thesis for the practice or for the development of study field
I consider classified dissertation thesis as remarkable contribution to enrich the marketing theory of fast food services as well as the service marketing theory in general.
This thesis is regarded as significant and important for the development of scientific field.
Selected parts of the presented dissertation thesis can be used for student education at universities.
Submitted dissertation thesis deals with considerable issue from the practical point of view and secondarily some parts can be used by marketing managers or brand managers in practice.
Statement about the formal arrangement of the thesis
Thesis is from the point of view of formal arrangement at good level. Text is supplemented with suitable graphs and figures which visually illustrate, enlighten and complete the author’s oral expressions. Charts supplement the text in adequate way. The overall work with text is at appropriate level and structure of the thesis helps the reader to orient himself easily in the text.
The presented thesis is from the graphic point of view at relatively high level.
Statement about the student´s publications:
All submitted publications of doctoral student are related to the examined topic and in my opinion they meet the conditions for succesfull graduation of doctoral studies.
I suggest these questions for the student for further accademic discussion:
1. In one of the questionnaires called “Questionnaire for fast food enterprises” in part called „Branding Strategies – Employees (People)“ in Appendix I (pp. 234, 241) you ask companies in relation to Branding a group of questions about activities that belong to the sphere of Human Resource Management eventually to Internal Marketing.
Which ones from the classic personal activities from the point of view Human Resource Management would you accentuate the most in fast food companies? Would be any difference between Ghana and Czech Republic?
2. Where would you place the fast food services in Czech republic and Ghana on well-known scale called „the Continuum of Tangibility and Intangibility“ (i.e. *Payne, A., 1993)? What could be approximately the percentage of tangible and intangible components in this type of service in your opinion? Is this proportion approximately the same in Czech Republic and Ghana according to you?
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3. Which one is the biggest difference in efficiency of activities belonging to Human Resource Management (or Internal Marketing) in relation to branding in fast food companies between Ghana and Czech Republic in your opinion?
* Payne, Adrian: The Essence of Service Marketing. Prentice Hall International (UK) Ltd., 1993.
Definite statement of the reviewer if he recommends or recommends not the dissertation thesis for defense (viva voce).
I state that the classified dissertation thesis accomplishes high standards and all requirements connected with this kind of qualification theses.
The thesis is characterized by decisive contributions.
I definitely recommend the dissertation thesis for the defense (viva voce) and in case of successful ensuing process I recommend to confer the degree of doctor (Ph.D.) on Ing.
Emmanuel Selase Asamoah.
Prešov, 7th of June 2012
Prof. Ing. Dr. Róbert Štefko, PhD.
Reviewer 4
