The study examines the strategies adopted by street vendors or hawkers in Ghana in a bid to gain competitive advantage. Drawing on six focus group meetings held with street vendors in two sub-metropolitan assemblies (Bantama and Tafo) in Kumasi, Ghana, the study finds that street vendors adopt ten strategies – networking, multiple undifferentiated market strategy, the sale of convenient products, “dying and resurrecting” (strategic exit and return into business), regular changing of goods and services, exploitation of flexible operating hours, cost-based pricing strategy, sales promotion, trade credit and locational advantage – to gain competitive advantage. Using these strategies, a theoretical framework for street vendors’ competitive strategies is developed.
Street Vendors, Strategies, Competitive Advantage, Informal Economy
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Recommended APA Citation
Amoah-Mensah, A. (2016). Street Vending and Competitive Advantage: Towards Building a Theoretical Framework. The Qualitative Report, 21(9), 1651-1673. Retrieved from https://nsuworks.nova.edu/tqr/vol21/iss9/6