Dr. Kobby Mensah of the Department of Marketing and Entrepreneurship presented at the UGBS Seminar Series held at the Graduate Campus on 20th October, 2017. The presentation was on the research topic “Mergers and Acquisition: Marketing Perspectives on Recent Bank Takeover in Ghana.”
Other members of the research team are Dr. Braimah Mahamah, Mr. Nana Banyin Harrison, Mr. Bismark Asante and Miss Amenuveve Ocloo.
The study which is at its proposal stage seeks to theorise the interconnectedness of behaviour of the identified groups in a Merger and Acquisition situation. It also seeks to understand how the customers, staff and the general public reacted to the bank crisis; how they will deal with the brands involved; and their perceptions of private versus public financial sectors.
According to Dr. Mensah, from the theoretical perspective, extant literature is silent on addressing the marketing implications of Mergers and Acquisitions. For example, there is little knowledge on how consumers behave during crisis, and in this case, how consumers react to their financial services providers in such a situation.
Dr. Mensah used the GCB take-over of Capital Bank and UT Bank (CaPUT) as case study. Viewing this through marketing lens and using data from social media, Dr. Kobby Mensah and his team came up with the rationale supporting the study. He explained that brand image, brand likeness, brand promise and customer uncertainty are some the marketing issues that need investigating using the case study. In this case, according to Dr. Mensah, specific questions need to be answered, which include: What were customers’ first line of action at the announcement of the Takeover? What kind of information did customers receive and what were their sources? What were consumers’ state of mind? What were the decision options for customers? What is the acceptance level of the GCB brand?
Dr. Kobby Mensah emphasised on the necessity of the study to unearth the chronological pattern by which the customers of these two banks handled their money in the long run. He observed that consumers’ actions at the time of announcement could be withdrawal or maintenance of account at GCB or investment in other industries. The presentation ended with an interactive session of laudable contributions and recommendations from faculty and students.
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