Faculty of Management Sciences
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Item Size matters : the market–non-market strategy nexus and firm performance in South Africa(AOSIS, 2024-02) Parnell, John A.; Troilo, Michael L.; Dobbelstein, ThomasPurpose: This study seeks to discover how a firm’s size and its use of both market and non-market strategies (MS and NMS) impact firm performance in South Africa.Design/methodology/approach: We used the Prolific platform to gather survey data from 247 executives and managers across the country representing a variety of firm sizes and industries. Cronbach’s alpha, analysis of variance (ANOVA) and structural equation modelling via partial least squares (PLS-SEM) were then employed to test constructs and hypotheses. Configuration theory and social exchange theory (SET) are the conceptual foundations for this study.Findings/results: Firm size is a driver of the market strategy of differentiation, but not cost leadership. Larger firms are also more likely to pursue both political and social NMS. Differentiation and social NMS positively impact firm performance, but cost leadership and political NMS do not.Practical implications: Managers should emphasise differentiating their products and services rather than being a low-cost provider. When considering various non-market strategies, they should emphasise social NMS. Although large firms are more likely than small firms to pursue political NMS, they do not appear to accrue any benefit.Originality/value: This study fills gaps in the strategy-performance literature by directly linking firm size to strategic choices and by analysing the effects of different types of MS and NMS on firm performance. As such, it is valuable to both academics and practitioners. This study also advances our understanding of MS and NMS in South Africa.Item Challenges during installation and maintenance of water delivery infrastructure : a citizen perspective(Beykent University, 2023-10-30) Mokgobu, Matlou Lesley; Mason, Roger; Dobbelstein, ThomasThe installation and maintenance of water infrastructure in South African cities poses a challenge to communities, municipalities, and installation contractors, who face problems such as inadequate access to homes, traffic jams, inadequately barricaded trenches, leaking water pipes, water supply cut offs, vandalism, and theft of water. The research problem, therefore, involves an inadequate understanding of what drives these problems and how to mitigate them through better management. The aim of this study was to investigate the challenges of managing water infrastructure as perceived by the citizens of a South African municipality. The study was a descriptive and cross-sectional survey, with data collected, via a literature derived, emailed questionnaire, from a self-selected non probability sample of 402 City of Tshwane residents. Analysis, via SPSS Version 27, used descriptive and inferential statistics. The findings revealed that both the municipality and the contractors contributed to the challenges experienced by citizens, with maintenance challenges being more serious than installation challenges. Municipal and political challenges were the main drivers, with political ownership of construction companies and political interference being the biggest problems. The findings contributed to a better understanding of the challenges inhibiting effective installation and maintenance of water infrastructure, and are important to the municipality, and the community at large, because they contribute to a better understanding of service delivery from the citizens’ perspectives.Item How to encourage buying recycled products : a South African : German comparison(2023-06-16) Dobbelstein, Thomas; Lochner, CarinaDue to an increasing demand, companies have started producing recycled products. However, little is known about the specific purchase behavior. Hence, this study analyses the factors influencing purchase intention for recycled products including differences related to different types of products and between Germany and South Africa. A quantitative study in Germany (n = 603) and South Africa (n = 692). shows that purchase intention is significantly higher in South Africa. The influencing factors (individual, product, and context related constructs) are the same in both countries, but they differ regarding their strength. Thus, the factor “attitude/environmental concern” has the strongest influence in South Africa, while it is “value/accessibility” in Germany. Furthermore, purchase intention for mobile phones is generally smaller than for t‐shirts and toilet paper. Purchase intention for recycled t‐shirts is significantly higher in South Africa than in GermanyItem Gamified promotions in shopping apps : the role of regret and its impact on purchase intention(2023-06-17) Dobbelstein, Thomas; Sinemus, Kathrin; Zielke, Stephan; Timmermans, Harry; Rasouli, SooraThe topic of gamification has received more attention in recent years (Huang et al., 2019), particularly in the marketing context (Bauer et al., 2020; Berger et al., 2018). Prior research has shown that gamification has a positive influence on consumer behavior such as consumers’ purchase intention (e.g., Balakrishnan and Griffiths, 2018; Kim et al., 2020). As traditional promotions and advertisements often not catch consumers’ attention (Stipp, 2018), gamified promotions might be a solution to attract customers. When consumers earn a discount through gamified elements, this could increase their intention to redeem the discount (compared to a traditional promotion) and consequently make a purchase. Previous gamification literature focuses on flow theory (e.g., Berger et al., 2018; Waiguny et al., 2012) and self-determination theory (e.g., Bauer et al., 2020; Feng et al., 2018; Hollebeck et al., 2021). For our context of gamified promotions, we use regret theory to explain the effects on customer behavior. According to regret theory, consumers should feel stronger anticipated regret when they do not redeem the discount of a gamified promotion compared to a traditional banner ad promotion. This could be due to the fact that consumers invested more effort get the discount than if they had received it as a traditional pop-up ad. As gamification enhances positive emotions (Harwood & Garry, 2015; Koroleva & Novak, 2020), we further assume that the gamified promotion triggers such emotions in the consumer, which in turn lead to increased purchase intentions (Nasermoadeli et al., 2013). The study uses a scenario-based online experiment with a between-subjects design (gamified promotion vs. non-gamified promotion). Data from 96 respondents were collected and analyzed with M/ANOVA and PROCESS (see Hayes, 2018) in SPSS. Findings suggest that a gamified promotion has a greater effect on consumers’ purchase intention than a non-gamified promotion. The same is true for the effect on anticipated regret. The positive influence of gamified promotion on purchase intention is mediated by firstly the perceived effort to obtain the discount and anticipated regret and secondly via the enjoyment with the app directly and via anticipated regret (serial mediation effects). This research is novel, as it explains the impact of a gamified promotion on purchase intention based on regret theory. Prior research on promotions has rarely concentrate on gamification (e.g., Bauer et al., 2020). Based on the results, retailers should use gamified promotions instead of traditional banner ad promotions and the game should not be to simple so that consumers perceive an effort. As a next step, we plan to add two more studies. The first study should validate the results of this study. Further it should show that the results are independent of the level of the discount. The second study should focus on the reinforcement of regret. It should provide management implications whether a specified or an unspecified discount leads to higher anticipated regret and consequently purchase intention.Item Factors influencing purchase intention for recycled products : a comparative analysis of Germany and South Africa(Wiley, 2023-01-27) Dobbelstein, Thomas; Lochner, KarinaDue to an increasing demand, companies have started producing recycled products. However, little is known about the specific purchase behavior. Hence, this study ana lyses the factors influencing purchase intention for recycled products including differ ences related to different types of products and between Germany and South Africa. A quantitative study in Germany (n = 603) and South Africa (n = 692). shows that purchase intention is significantly higher in South Africa. The influencing factors (indi vidual, product, and context related constructs) are the same in both countries, but they differ regarding their strength. Thus, the factor “attitude/environmental con cern” has the strongest influence in South Africa, while it is “value/accessibility” in Germany. Furthermore, purchase intention for mobile phones is generally smaller than for t-shirts and toilet paper. Purchase intention for recycled t-shirts is signifi cantly higher in South Africa than in Germany.