Research Publications (Management Sciences)

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Coping with complexity and turbulence : an entrepreneurial solution
(World Scientific Pub. Co., 2006) Mason, Roger Bruce
This paper considers the adoption of an entrepreneurial orientation as a paradigm for companies operating in a complex and turbulent environment, viewing the environment as a complex and turbulent system in terms of chaos theory. Approaches suggested by chaos theory are compared with the entrepreneurial orientation to identify if such an orientation matches these suggested approaches. Literature on chaos theory and on entrepreneurship is compared, and a short case is presented, providing an illustration of how a company operating successfully in a complex and turbulent environment has used the principles of an entrepreneurial orientation. The paper identifies considerable similarity between the management approaches suggested by chaos theory and the principles of the entrepreneurial orientation, indicating that chaos theory may provide the theoretical underpinning of the relationship between entrepreneurial orientation and turbulent environments. The case also shows how an entrepreneurial orientation has been successfully used in a complex and turbulent environment. The conclusion is that companies operating in a complex and turbulent environment could benefit from adopting an entrepreneurial orientation.
Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor
(Journal of marketing communications, 2006) Mason, Roger Bruce; Cochetel, Fabrice
This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long-term sponsorship supports long-term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents’ perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event’s values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.
Goal clarity and trust in management in educational mergers
(AOSIS Publishing, 2007) May, Tuto; Mason, Roger Bruce
Purpose: The aim of this paper is to explore employees’ opinions on goal clarity, trust in management and perceptions of organisational readiness for change in the context of the changes caused by the merger to form the Durban Institute of Technology (DIT) in order to increase knowledge about the human aspects of mergers. Design/Methodology/Approach: A survey of staff was conducted, with a sample of respondents completing a questionnaire, which investigated whether or not there were relationships among the change variables, namely goal clarity, trust in management and perception of organisational readiness for change. Findings: The key finding of the study is that the goals of the institution were not clarified sufficiently during the change process at DIT. The correlation of goal clarity, trust in management and perceptions of organisational readiness for change were all significant at the p < 0.01 level; and the direction of the relationship between the variables was strongly positive (between 0.7 and 1.0). Implications: The results suggest that management success in identifying organisational goals clearly during a change initiative could help improve employees’ attitudes, thereby increasing the likelihood of merger success, and minimising the negative reactions and staff dissatisfaction often associated with mergers. Originality/Value: Although there is a lot of research in the generic field of mergers and considerable research into mergers in higher education, both overseas and in South Africa, there is a lack of research in the human aspects of mergers. This is especially true of the three key change variables of perceptions of readiness for change, goal clarity and trust in management. Furthermore, what research there is has not focussed on the opinions of individual employees, but on the opinions of trade unions and student representatives. Therefore, this study contributes to filling an important gap in the literature on higher education mergers in South Africa.
A marketing mix model for a complex and turbulent environment
(Acta Commercii, 2007) Mason, Roger Bruce; Staude, Gavin
Purpose: This paper is based on the proposition that the choice of marketing tactics is determined, or at least significantly influenced, by the nature of the company’s external environment. It aims to illustrate the type of marketing mix tactics that are suggested for a complex and turbulent environment when marketing and the environment are viewed through a chaos and complexity theory lens. Design/Methodology/Approach: Since chaos and complexity theories are proposed as a good means of understanding the dynamics of complex and turbulent markets, a comprehensive review and analysis of literature on the marketing mix and marketing tactics from a chaos and complexity viewpoint was conducted. From this literature review, a marketing mix model was conceptualised. Findings: A marketing mix model considered appropriate for success in complex and turbulent environments was developed. In such environments, the literature suggests destabilising marketing activities are more effective, whereas stabilising type activities are more effective in simple, stable environments. Therefore the model proposes predominantly destabilising type tactics as appropriate for a complex and turbulent environment such as is currently being experienced in South Africa. Implications: This paper is of benefit to marketers by emphasising a new way to consider the future marketing activities of their companies. How this model can assist marketers and suggestions for research to develop and apply this model are provided. It is hoped that the model suggested will form the basis of empirical research to test its applicability in the turbulent South African environment. Originality/Value: Since businesses and markets are complex adaptive systems, using complexity theory to understand how to cope in complex, turbulent environments is necessary, but has not been widely researched. In fact, most chaos and complexity theory work in marketing has concentrated on marketing strategy, with little emphasis on individual tactics and even less on the marketing mix as a whole. Therefore, this paper can be viewed as an important foundation for a new stream of research using chaos and complexity theory to better understand marketing mixes and the choice of marketing tactics for complex and turbulent business environments.
The impact of communication on customer relationship marketing among cellular service providers
(2007) Poovalingam, Kasthuri; Veerasamy, Dayaneethie
This article examines how communication is currently being employed in the cellular industry to improve service to customers in an attempt t o establish a long-term relationship with them. It does so by analyzing the communication process and the communication mix that cellular service providers utilize to engage with their customers. The primary goal of a business is sustained superior performance to ensure consistent growth. The cellular industry is no different. One method that can ensure this superior performance and differentiate a business from its competitors will always be the quality of its relationship with customers. Whilst research has been conducted on a general aspect of relationship marketing, there appears to be no significant study on how communication efforts can promote relationship marketing in the cellular industry. Hence this study investigates the extent to which communication impacts on relationship marketing and whether improved communication can result in sustainable long-term relationships. This was a quantitative cross sectional study where the survey method was employed using a simple random sample. The target population consisted of existing cellular phone users, both contract and prepaid. Structured Interviews were used to assist the researcher in The Impact of Communication on Customer Relationship Marketing obtaining information from an intended sample of 300 cellular phone users. At the end of six weeks, 251 responses were received reflecting an overall response rate of 83.7%. The findings indicate that the majority of cellular phone users were satisfied with the communication efforts of their service provider and that the communication tools used by the service providers were effective in promoting relationship marketing. Moreover, existing customers indicated that they would become advocates of their service provider, as they did not regret their choice of service provider particularly because service providers tailor make packages for their customers. In addition, customers indicated that they would like to be informed of long and medium term plans, new developments and any fundamental changes that are going to take place. If service providers are to maintain sustainable relationships, they need to conduct regular satisfaction surveys to get feedback from customers and monitor their attitudes towards them.
The external environment’s effect on management and strategy : a complexity theory approach
(Emerald Group Publishing, 2007) Mason, Roger Bruce
Purpose – This paper seeks to investigate the inﬂuence of the external environment on the choice of strategic management activities, from a chaos and complexity perspective, since a business environment is a complex adaptive system. Design/methodology/approach – The study in this paper was of an exploratory nature, using the qualitative techniques of case study, depth interviews and document analysis to collect data from two companies each in the IT and packaging industries, namely, more successful/less successful companies. Findings – The paper ﬁnds that ﬁrst, it was proposed that more successful companies in turbulent environments would use radical, fast and disruptive strategies. Furthermore, strategy making should be a democratic, bottom-up process and should be organic, self-organising, adaptive and emergent. The results conﬁrmed these propositions. Second, it was proposed that more successful companies in stable environments would use more traditional management and strategies and more formal strategy planning activities. The ﬁndings did not conﬁrm this proposition, probably due to the fact that in reality a truly stable environment does not exist in South Africa. Originality/value – This paper is of beneﬁt to managers and strategists by emphasising a new way to consider the future management and strategies of their companies. Since businesses and markets are complex adaptive systems, using complexity theory to increase understanding of how to cope in complex and turbulent environments is necessary, but has not been widely researched.
Consumer protection awareness in South Africa
(2007-01) Mason, Roger Bruce
This paper addresses the lack of knowledge about awareness of consumer protection in South Africa, especially amongst disadvantaged consumers. Literature shows that there is a high correlation between the level of economic development and the awareness of consumer rights. The more developed a country is, the more aware its people will be in terms of their consumer rights. The less developed a country is, the lower the level of consumer rights awareness consumers will have. Consumers, like any other citizens of a country, have a right to be protected by the law. Private and non-governmental organisations and the consumer councils need to ensure that the interests and rights of consumers are well protected. The study involved a literature review and an exploratory empirical study into the effect of income and education on awareness of consumer protection by a sample of Durban consumers. A strong positive relationship between consumer protection awareness and income and education was found. Recommendations for actions to improve consumer protection awareness amongst low income, poorly educated consumers are made, and further research to develop a deeper understanding of the problem is suggested
Management actions, attitudes to change and perceptions of the external environment : a complexity theory approach
(Mercury House Publishers, 2008) Mason, Roger Bruce
This paper, based on complexity theory principles, suggests relationships between environmental turbulence, managers' perceptions of the external environment, attitudes to change, management actions and business success. Data was collected via a case study method, using indepth interviews, document analysis and observation from two companies each in the computer and packaging industries. Findings reflected a relationship between environmental perceptions and attitudes to change. The more successful firms expected and almost welcomed change, while the less successful companies were victims of change. Overall external environment perceptions, attitudes to change and the resulting management approaches differed between the more successful and less successful companies.
Word of mouth as a promotional tool for turbulent markets
(Routledge, 2008) Mason, Roger Bruce
Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through word of mouth to create strong, positive brand images and beliefs. A major characteristic of chaos theory, sensitive dependence on initial conditions (the butterfly effect) is at work in word of mouth. This paper reviews word of mouth literature from a chaos/complexity theory perspective. Using a multiple case study approach, the significance of word of mouth in turbulent markets is assessed. It was found that more successful companies tended to use word of mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown as a good lens through which to view word of mouth. This paper is important because word of mouth has had little attention from the academic community, with the exception of electronic or Internet based word of mouth. Furthermore, it suggests an academic theory to underpin word of mouth that has not been considered before. In addition, it is important because, in South Africa and possibly in other under-developed and developing countries, word of mouth is critical to marketing to less sophisticated or literate markets.
Follow me, I’m right behind you : leading from a complexity viewpoint
(University of Reading, UK., 2008-11) Mason, Roger Bruce
This paper is based on the premise that businesses and their environments are complex adaptive systems (CAS), and are therefore too complex to be ‘managed’ by a single leader. The literature suggests that CASs are self-organising systems and that effective direction and guidance emerges from such self-organisation. Thus, the traditional view of a leader as a decision-maker, instructing and controlling the organisation is inappropriate in a complex/turbulent environment. A qualitative, case study method was used to investigate the leadership activities in four companies, two each in a turbulent industry (computers) and in a stable industry (packaging). Depth interviews were conducted with 31 respondents. Interview transcripts were analysed using NVIVO, and then compared with field notes and documentary analyses. The objective was to identify if a self-organising leadership approach was prevalent in the more successful company in the turbulent industry, and if bureaucratic management was more prevalent in the more successful company in the stable industry. In other words, is self-organising leadership more effective in a turbulent environment? The study has value as it is based on theories not common in the management literature. It is also of value to educators, as many management courses are still based on the assumption of the manager as all-knowing planner and controller. Furthermore, it will be of interest to practitioners who are under pressure from environmental changes, and from societies that are demanding more from their organisations. The findings showed that both the more successful companies, and the less successful computer company, operate via considerable self-organisation principles. Company activities and performance emerge from the interactions amongst the managers, staff and customers, with little direct instructional management from the CEOs. The less successful packaging company managed via the traditional bureaucratic model. These findings and their implications are discussed, and recommendations for further research are made.
Using a blended approach to facilitate postgraduate supervision
(Routledge, 2009) De Beer, Marie; Mason, Roger Bruce
This paper explores the feasibility of using a blended approach to postgraduate research-degree supervision. Such a model could reduce research supervisors’ workloads and improve the quality and success of Masters and Doctoral students’ research output. The paper presents a case study that is based on a framework that was originally designed for blended learning activities. It is based on supporting different types of interaction between postgraduate research students and their supervisors. The findings show that a blended approach to postgraduate supervision improves the supervision process, reduces the administrative workload of the supervisor, and creates a dynamic record of the supervision process. The results to date imply that traditional supervision practice needs to be revisited and modified to include digital procedures. The research project is in its infancy and, since at least three years is necessary for the completion of postgraduate degrees, this paper reports only on the first two stages of the research project.
An exploration of marketing tactics for turbulent environments
(Emerald Group Publishing Limited, 2009) Mason, Roger Bruce; Staude, Gavin
The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a complexity lens. Design/methodology/approach – A marketing mix model, derived from complexity literature, was assessed via a multiple case study to identify the type of marketing mix suggested for a complex, turbulent environment. The study was exploratory, using in-depth interviews with two companies in the IT industry. Findings – The results tentatively confirmed that the more successful company used a destabilizing marketing mix, and suggest that using complexity theory to develop marketing tactics could be helpful in turbulent environments. Research limitations/implications – The findings are limited by the study's exploratory, qualitative nature and the small sample. Generalizing should be done with care and therefore further research with larger samples and in different environments is recommended. Practical implications – The paper will benefit marketers by emphasizing a new way to consider future marketing activities of their companies. The model can assist marketers to identify the tactics to use, dependent on the nature of their environment. Originality/value – Most work on complexity in marketing has concentrated on strategy, with little emphasis on tactics and the marketing mix. Therefore, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.
Socio-economic implications of the KwaZulu-Natal sardine run for local indigenous communities
(NISC Ltd., 2010) Myeza, Joyce; Mason, Roger Bruce; Peddemors, V.
This paper reports on the findings from a study of the economic and social effects of the annual sardine run on the indigenous community on the south coast of KwaZulu-Natal, South Africa. Data were gathered using questionnaires and personal interviews with 329 members of the community, and their knowledge, perceptions and attitudes about the sardine run, as well as their level of involvement in, and the financial benefits accrued from it, were assessed. Although around two-thirds of those interviewed were aware of the sardine run and just over half participated in it, only some 17% benefited financially from it. However, despite this low level of participation, the financial benefit to the community could amount to R17-18 million, and as much as R34- 54 million if a multiplier effect of 2-3 is applied. There was a high level (over 70%) of willingness to learn more about the event, and to become more involved in training exercises that would allow local people to take advantage of opportunities arising from the sardine run. It is recommended that management strategies and development plans should be implemented towards assisting the indigenous communities to become more involved in the sardine run.
Enhancing an ethical culture through purpose-directed leadership for improved public service delivery: A case for South Africa
(Academic Journals, 2010-01) Dorasamy, Nirmala
The fundamental purpose of government departments is to provide services to satisfy public needs. Public leaders have to take on organisational roles to decide how to best achieve the organisation’s purpose of meeting human needs and enhancing human life. An ethical culture underpinning purpose-driven leadership is viewed as an effective approach that will promote the broader interests of society in respect of public service delivery. This article focuses on the possible contribution of a purpose-directed leadership approach within the South African public service toward enhancing ethical behaviour which can ultimately translate into improved public service delivery. Attention is devoted to the capacity of such an approach in creating a milieu of commitment toward service excellence, this article argues that unethical behaviour in the public service has impacted on the quality of service delivery in many government departments in South Africa. A review of reports by the Public Service Commission and the media suggest that quality public service delivery has been affected by the lack of an ethical culture within purpose directed leadership. Through a detailed review of literature and documents relating to poor public service delivery in South Africa, it has become imperative to explore the effect of ethical and purpose-directed leadership on public service delivery. This article further argues that through ethical and purpose driven leadership, the mission statement of the public service is not only communicated to all concerned, but it is also clarified and understood and becomes the driving force in delivering what is to be achieved, without compromising the quality of public services. Performance in support of the purpose can be the building blocks upon which an ethical culture is developed throughout all government departments. Public leaders must therefore use the organisational purpose as a frame of reference for the execution of all functions within the organisation so that public satisfaction can be best achieved, without compromising ethical behaviour. The public service needs to accord greater importance and focus to leadership based on purpose-driven activities to address some of the ethical issues affecting quality service delivery. Some of the ethical issues include conflict of interest, mismatch post appointments and lack of commitment to quality service delivery. By adhering to the purpose, the principles of public service delivery beyond personal aspirations and ambitions are prioritised. The study is contextualized through a general overview of the role of leadership, within an ethical and purpose-directed framework, in promoting quality services in the public sector.
From self interest to public interest: Promoting higher levels of business ethics
(Academic Journals, 2010-01) Dorasamy, Nirmala
While there has been widescale acknowledgement of the importance of business ethics, it is evident that many businesses still conduct themselves unethically. This paper adapts Lawrence Kohlberg’s study on moral development to provide insight into the different levels of impact that self interest and public interest may have on promoting higher levels of business ethics. By drawing on Kohlberg’s stages of moral development, an attempt is made to show the importance of public interest in promoting higher levels of business ethics. Attention is devoted to the capacity of businesses driven by public interest over self interest in curbing unethical conduct. While some may argue that businesses are notably motivated by self interest, there is also evidence that businesses also act for moral purposes primarily out of concern for the public. It is suggested that at stage 2 of the preconventional level of cognitive moral development which can be associated with self interest, business ethics is promoted at a lower level. However, at stage 4 of the conventional level which can be associated with public interest, business ethics is promoted at a higher level.
The impact of the global crisis on ethical leadership: A case study of the South African public sector
(Academic Journals, 2010-08) Dorasamy, Nirmala
The African economy has been impacted by the global crisis as it is integrated into the world economy. African governments have used their strengths, fiscal opportunities, financial regulatory frameworks and the resourcefulness of labour and institutions to address the challenges of the crisis. The aim of the article is to examine the challenges facing ethical leadership within the context of the global crisis and to question whether a mere response to the crisis without complementing it with a deliberate ethical focus is adequate for sustaining an effective and efficient public service. The approach that is followed is a critical qualitative assessment of the current literature on the topic. In addition to examining the effect of the crisis on the public sector and initiatives to control the impact of the global crisis on South Africa with a special focus, the article explores the extent to which the crisis will place greater strain on ethical leadership. Since South Africa ranks quite high on the global list of most corrupt nations in the world, the article argues that strategies in response to the crisis must be underpinned by more effective measures driving ethical leadership.
Institutionalising a value enacted dominant organisational culture: An impetus for whistleblowing
(Virtus Interpress, 2011) Dorasamy, Nirmala; Pillay, Soma
Whistle blowing on organizational wrongdoing is becoming increasingly prevalent. However, the renewal of existing literature reveals that every potential whistle blower is not always inclined to blow the whistle, despite protection being accorded to whistleblowers through legislation. The cost of blowing the whistle can be a deterrent to potential whistle blowers. zit is quite plausible that an organisational culture which institutionalizes a dominant value based system can decrease whistle blowers expectations of retaliation. The purpose of this article is to provide conceptual framework for a dominant value enacted organisational culture which can serve as an impetus for whistle blowing in the public sector. It is important that organizations make their value systems "lived" practices to motivate potential whistleblowers to report on wrongdoing. It can be argued that the institutionalisation of enacted values can lead to low perceptions of retaliation, which is often a deterrent in blowing the whistle.
The entrepreneurial mind-set of university students : a cross-cultural comparison between Namibia and Germany
(Inderscience Publishers, 2011) Haase, Heiko; Lautenschlager, Arndt; Rena, Ravinder
The objective of this article is to set a cornerstone to compare and understand the phenomenon of graduate entrepreneurship in developing and developed countries. Our central research questions are: Are there differences in the entrepreneurial intentions of university students? What are the factors that might explain potential differences in their entrepreneurial mind-set? In response to these questions, we performed a cross-sectional study exploring the prospective career paths of 2,353 university students from Namibia as well as from Eastern and Western Germany. We found that Namibian students have a higher entrepreneurial intention compared to their German counterparts. We detected several differences between both countries and revealed explanatory factors. However, they are not sufficient to explain the ‘regional dimension’ of the higher entrepreneurial intentions in Namibia. Several implications are presented.
Student engagement with, and participation in, an e-forum
(International Forum of Educational Technology & Society (IFETS), 2011) Mason, Roger Bruce
This paper examines engagement with an online discussion forum, aiming to identify the different levels of participation and to investigate factors that encourage or discourage student participation. The case involved the posing of a short real-life problem via a forum on the university’s virtual learning environment. An in-class survey was conducted to identify students’ participation and attitudes toward the forum. Students understood the benefits of the task, but did not participate due to time pressures and lack of motivation. The reasons for this were found to be inadequate explanation and encouragement to do the task, and insufficient moderator participation. Recommendations for improving forum participation are provided.
Whistle Blowing: Impediments to effective implementation within the South African public sector
(Virtus Interpress, 2011) Pillay, Soma; Dorasamy, Nirmala
The purpose of this article is to explore impediments of effective whistleblowing as a strategy for promoting anti-corruption practices within the South African public sector. Corruption, which violates the public service code of conduct; deters foreign investment, increases the cost of public service delivery, undermines the fight against poverty and unnecessarily burdens the criminal justice system. The article addresses the question on whether legislation on whistleblowing is adequate to encourage whistleblowing in the public sector. A review of literature determines that the effective implementation of whistleblowing legislation is largely dependent on addressing the challenges identified in the article. The quantitative research method was employed in the study to ascertain the views of employees in the public sector on whistleblowing. Empirical findings confirm the hypothesis that the protection of whistleblowers through legislation is inadequate to encourage whistleblowing. The article provides a conceptual framework for the effective achievement of the intended outcomes of whistleblowing in the public sector.