Dr Stanley Coffie is currently an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA) where he has been since 2012. Dr Coffie previously lectured at Birkbeck College, University of London where he obtained his PhD. His research interests are in marketing strategy in emerging/developing economies, strategic positioning and branding in bottom of the pyramid markets, and services marketing. His recent publications are in academic journals and other outlets including: Industrial Marketing Management, Journal of Strategic Marketing, Thunderbird International Business Review, Journal of Product and Brand Management, Journal of African Business, International Journal of Bank Marketing, The Routledge Companion to Contemporary Brand Management and Branding and Positioning in Base of the Pyramid Markets in Africa.

• Positioning Strategies
• Branding in Base of the Pyramid Markets
• Services Marketing

• Marketing Strategy
• Emerging Markets
• Services Marketing

Global Fund Implementation Strategy – Nov. 2020 – Feb. 2021

Ministry of Health and Ghana Health Service, Ghana

• Developed strategies for implementing Global Fund programmes at the Ministry of Health
• Evaluated managerial challenges in the implementation of TB, AIDS and Malaria by Global Fund
• Advised on measures for effective communication and implementation
• Produced a comprehensive report for the Ministry of Health on implementing TB, AIDS and Malaria strategies

Consultant for development of a Communication Plan – July 2020

Inner City and Zongo Development Ministry/Fund, Ghana

• Evaluated the existing communication plan of the Ministry
• Advised on new communication strategies
• Produced a new communication plan in conjunction with key staff from the Ministry

Process Consultant – Aug 2015 to Jan 2016

USAID – Ghana office             

• Led workshops on the primary purpose of the Ghana Reading Action Plan
• Drafted the Ghana Reading Action Plan, which was aimed at improving reading at the primary school level in Ghana.

• Honours & Awards

• Best Presentation Award at the International Education (Academic) Conference in Venice, Italy on the topic ‘Propositions for Adopting Selected Theoretical Concepts in a sub-Saharan African Economy’ – June 2016

• Scholarship award by Birkbeck, University of London for PhD study completed in 2011.

• Best Presentation Award at the International Education (Academic) Conference in Venice, Italy on the topic ‘Propositions for Adopting Selected Theoretical Concepts in a sub-Saharan African Economy’ – June 2016

• Scholarship award by Birkbeck, University of London for PhD study completed in 2011.

• Customer Service Management (Undergraduate)
• Marketing Management (Masters level)
• Strategic Marketing (Masters level)
• Services Marketing (Masters level)
• Advance Research Seminar (Doctoral level)

Peer reviewed journal articles

• Boateng, H., Coffie, S., Hinson, R.E., Kosiba, J.P. (2023). Exploring International Joint Ventures. In: Hinson, R.E., Odame, D.A., Adae, E.K., Adom, K. (eds) Small Business and Entrepreneurial Development in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-37675-7_6
• Agyei, P. M., Manu, F., & Coffie, S. (2022). Positioning strategies for B2B service markets. Industrial Marketing Management, 106, 405-419, https://doi.org/10.1016/j.indmarman.2022.09.010.
• Darbi, W. P. K., & Coffie S. (2021). Using social practice approaches for strategic management research in Africa: an example, design considerations and potential contributions, Africa Journal of Management, doi: 10.1080/23322373.2021.1902212.
• Omoregie, O.K., Addae, J.A., Coffie, S., Ampong, G.O.A. & Ofori, K.S (2019). Factors influencing consumer loyalty: Evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing, https://doi.org/10.1108/IJBM-04-2018-0099.
• Coffie, S., Blankson, C.  & Dadzie, S. (2018). A review and evaluation of market orientation research in an emerging African economy. Journal of Strategic Marketing, doi.org/10.1080/0965254X.2018.1555546.
• Coffie, S. (2018). Positioning strategies for branding services in an emerging economy. Journal of Strategic Marketing, doi: 10.1080/0965254X.2018.1500626.
• Blankson, C., Ketron, S. & Coffie, S. (2017). Positioning strategies by foreign retailers at the Accra mall in Ghana: A case study approach. Journal of Managerial Issues, 29(3), 294-314.
• Coffie, S. & Blankson, C. (2016). Strategic prescriptive theories in the business context of an emerging economy. Journal of Strategic Marketing, doi:10.1080/0965254X.2016.1240217.
• Coffie, S. (2016). An Exploration of managerial views on positioning services in Ghana. Journal of African Business, 17(3), 360-376.
• Coffie, S. & Owusu-Frimpong, N. (2014). Alternative positioning strategies for services in Ghana. Thunderbird International Business Review, 56(6), 531-546.
• Coffie, S. (2014). Congruence of service positioning: Empirical evidence from Ghana. International Journal of Business and Management Studies, 3 (1), 577-588.
• Blankson, C., Kalafatis, S., Coffie, S & Tsogas, M. (2014). Comparisons of media types and congruence in positioning of service brands. Journal of Product and Brand Management, 23(3), 162-179.
• Blankson, C., Kirsten, C., Crawford, J., Kalafatis, S., Singh, J. & Coffie, S. (2013). A review of the relationships and impact of market orientation and market positioning on organisational performance. Journal of Strategic Marketing, 21 (6), 499-512.

Peer Reviewed Books

• Anning-Dorson, T., Hinson, R., Coffie, S., Bosah, G., & Abdul-Hamid, I. K. (2022). Marketing Communications in Emerging Economies, Volume II Conceptual Issues and Empirical Evidence: Conceptual Issues and Empirical Evidence. https://doi.org/10.1007/978-3-030-81337-6
• Blankson, C., & Coffie, S. (2020). Branding and Positioning in Base of the Pyramid Markets in Africa. https://doi.org/10.4324/9781351038065

Peer reviewed book chapters

• Anning-Dorson, T., Hinson, R., Coffie, S., Bosah, G., & Abdul-Hamid, I. K. (2022). Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence (pp. 1–9). https://doi.org/10.1007/978-3-030-81337-6_1
• Coffie, S., Anning-Dorson, T., Hinson, R., Bosah, G., & Anani-Bossman, A. (2022). Marketing Communications in Emerging Economies: Conclusions and Recommendations (pp. 277–296). https://doi.org/10.1007/978-3-030-81337-6_12
• Blankson, C., & Coffie, S. (2020). Social networks, relationships, and positioning of micro and small businesses in Africa (pp. 79–88). https://doi.org/10.4324/9781351038065-5
• Blankson, C., & Coffie, S. (2020). Corporate reputation, brand crisis, and customer loyalty in BoPMs and developed economies (pp. 102–142). https://doi.org/10.4324/9781351038065-7
• Blankson, C., & Coffie, S. (2020). Marketing mix strategies for service brands in BoPMs in Africa (pp. 21–34). https://doi.org/10.4324/9781351038065-3
• Blankson, C., & Coffie, S. (2020). Conclusion (pp. 143–145). https://doi.org/10.4324/9781351038065-8
• Blankson, C., & Coffie, S. (2020). Positioning strategies and positioning activities of upscale retailers in BoPMs in Africa (pp. 35–78). https://doi.org/10.4324/9781351038065-4
• Blankson, C., & Coffie, S. (2020). Positioning strategies for branding services in BoP markets (pp. 6–21). https://doi.org/10.4324/9781351038065-2
• Blankson, C., & Coffie, S. (2020). Branding nation-states (pp. 89–101). https://doi.org/10.4324/9781351038065-6
• Coffie, S., & Darmoe, J. (2016). Branding in the base of the pyramid: Bases for Country and Organizations in Ghana (pp. 378–390).

Email: scoffie@gimpa.edu.gh