Positioning strategies and congruence in the positioning of high‐end indigenous and foreign retailers in sub‐Saharan Africa: An illustration from Ghana

This article examines the employment of positioning strategies through the lens of international retailing for assessing congruence in the positioning of both indigenous and foreign retailers in Ghana. Six retailers—three indigenous and three foreign—are examined in a triangulated method, each through an in‐depth case study. The results show that the dominant positioning strategies consistently pursued by both indigenous and foreign retailers in...