The Impact of Open Innovation on Hospitality SMEs Performance in Ghana: The Role of EO, Social Media Marketing Capabilities, and Social Capital

目录

声明

LIST OF ABREVIATIONS/ACRONMYS

CHAPTER 1 INTRODUCTION

1.1Research Background

1.2 Problem Statement

1.3Gaps in Literature

1.4Significance of the Study

1.5Research Questions

1.6 Research Objectives

1.7Organization of the thesis

1.8Innovation of the Study

CHAPTER2THEORETICAL BACKGROUND ANDLITERATURE REVIEW

2.1 Introduction

2.2 Open innovationtheory

2.3 Resource-Based View

2.4Dynamic Capabilities theory

2.5Knowledge-Based View

2.6Social Media MarketingCapabilities

2.7Social network theory

2.8Entrepreneurial OrientationTheory

CHAPTER 3CONCEPTUAL MODEL AND THEORETICALRELATIONSHIPS

3.1 Introduction

3.2.1 Conceptual model of adoption of openinnovation

3.2.2Factors influencing adoption of open innovation

3.3.1Conceptual model ofopen innovationinfluencingHospitality SMEs Performance

3.3.2Social media marketing capabilityandHospitalitySMEs performance

3.3.3Social Capitaland Hospitality SMEs performance

3.3.4EO-OpenInnovation andSocial Capital

3.3.5EO-Social Media Marketing Capabilitiesrelationship

CHAPTER4RESEARCH DESIGN AND METHODOLOGY

4.1 Introduction

4.2Context of the Study

4.2.1Recent Economic Developments and Outlook

4.2.2GhanaianHospitality Industry

4.3ResearchApproach (deductive and inductive)

4.3.1Deductive Approach

4.3.2Inductive Approach

4.4Research methods

4.4.1Qualitative Method

4.4.2Quantitative Method

4.5The Research Design

4.6The Choice of Research Methods

4.7The Study Population and Sample

4.8Sample and data collection method

4.9Identify the Sampling Frame

4.10Select a Sampling Technique

4.11Reliability and Validity of the Study

4.12Methods of Data Analysis

4.13PLS-SEM Model Assessment

Chapter5OpenInnovationAmongSMEs in Ghanaian Hospitality Industry

5.1 Introduction

5.2Theoretical Backgroundand Hypothesesdevelopment

5.2.1Cost Factors and open innovationRelationship

5.2.2The PotentialModeration effect ofICT infrastructure

5.2.3Management/leadership style-Open innovation adoptionRelationship

5.2.4Culture-Open innovation adoptionRelationship

5.2.5 Competition-open innovation adoption Relationship

5.2.6HumanSkills-Open innovation adoption

5.3 Measurement

5.4DataAnalysisand Hypothesis Testing

5.4.1Measurement (outer) Model

5.4.2Testing of hypothesis(Testing of Direct Effect)

5.4.3Testing themoderating effect

5.4.4Discussion of study results

5.5Theoreticaland PracticalImplication

5.6 Conclusions

Chapter6EffectsofOpen Innovation on Hospitality SMEsPerformance

6.1 Introduction

6.2Theoretical Background and Hypothesis Development

6.2.1Relationship between open innovation and Performance

6.2.2 Open innovation-Social mediamarketing capabilityRelationship

6.2.3Open innovation-social capitalRelationship

6.2.4Mediating role of social capital

6.2.5EO-Open InnovationRelationship

6.2.6SocialMediaMarketingCapabilities-Firm performanceRelationship

6.2.7MediationEffect of Social mediamarketing capabilities

6.2.8Social Capital and firm performance

6.2.9Moderation effect ofEOinOpenInnovation-Social capitalRelationship

6.2.10Moderation of EO in Open innovation-Social media marketing capability

6.3 Measurement

6.3.1Hospitality SMEs Performance Measurement

6.3.2Research design and measures

6.3.3Variables and Measures

6.3.3Control Variables

6.4 Analysis

6.4.1Measurement (outer) Model

6.4.2Structural Model Result

6.4.3Testing ofhypothesis

6.4.4Testing the moderating effect

6.4.5Discussion of studyresults

6.4.6Theoretical Implication

6.4.7Practical implication

6.4.8 Conclusions

6.4.9Limitation and Future Research

CHAPTER7CONCLUSION /RECOMMENDATIONS

7.1 Conclusion

7.2 Reflections

7.2.1Reflection on Theories

7.2.2 Framework

7.2.3Reflection on Methodology

7.3 Implications

7.3.1Practical Implication

7.3.2Theoretical Implications

7.4Limitation of the study

7.5Future Research

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