Faculty of Management Sciences

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Investigating the nexus of corporate social responsibility and marketing performance in a medium-sized clothing manufacturing enterprise in South Africa
(Bussecon International Academy, 2024-07-27) Maome, Itumeleng Judith; Zondo, Robert Walter Dumisani
Organisations all over the world are increasingly adopting Corporate Social Responsibility (CSR) as a strategic tool, not only for improving their brand image but also in making a meaningful contribution to the welfare of society. This trend includes incorporating socially responsible aspects into marketing strategies, resulting in goods and services that benefit the community at large. Small and Medium Enterprises (SMEs) play an important role in this framework as they contribute significantly to both social and economic growth. Using a quantitative methodology, this study examined the experiences of a manufacturing organisation in the eThekwini District Municipality of KwaZulu-Natal that has included CSR into its marketing strategies. The analysis employed the Ordinary Least Squares (OLS) method, with data evaluated using the Statistical Package for the Social Sciences (SPSS). This study collected and analysed pre- and post-CSR implementation quarterly data on sales performance and customer retention. The empirical findings offer a multifaceted picture of the impact of CSR on marketing performance. There appears to be a substantial relationship between customer retention rates and marketing performance following CSR implementation. Interestingly, the study discovered an inverse association between sales volumes and marketing performance, implying that a rise in sales does not always result in improved marketing results for the organisation in question. This unexpected consequence shows the intricate interplay between CSR programmes and marketing outcomes, providing useful insights for businesses, particularly those in the South African manufacturing sector that are attempting to negotiate the complexities of CSR-driven marketing strategies. This study contributes to a better understanding of how CSR efforts can be strategically integrated with marketing goals to promote both social and business success.
The role of digital marketing in the sustainability of the formal retail sector in Flagstaff
(2024-03) Noqazo, Zizipho; Madondo, Elvis
Marketing is a fundamental part of any retail business as it is the means of promoting products and services to the target market (Grönholm 2012). Digital marketing has transformed retailers’ marketing strategies significantly. Online marketing channels are undeniablyoneof the most advanced digital technologies to be used in marketing, which makes it essential for retailers to incorporate these strategies into their businesses. The internet and its rapid technological developments have provided retailers with numerous tools for online marketing, such as email marketing, social media, pay-per- click, search engine optimisation, pop-ups and so forth. While many rural South African businesses are starting to adopt these marketing tools in their businesses, the role of digital marketing in the sustainability of the formal retail sector in the rural areas of South Africa (SA) has not been explored fully. The aim of this study was to explore the role of digital marketing in sustaining retail businesses in Flagstaff, while the primary objective of the research is to identify and describe the role of digital marketing in retail businesses in rural areas. According to Bala and Verma (2018), digital marketing is the greatest platform to transform a product into a brand and has the potential to increase sales tremendously, provided that businesses have knowledge and understanding of how to apply it properly. The study adopted a mixed research method in order to achieve the set objectives. This study followed the probability sampling method in recruiting participants. Random sampling was the probability sampling method employed to generate the sample for this study. Retailers operating in Flagstaff and members of the public (customers) were the two populations targeted for this research. The study used a structured self administered questionnaire consisting of 20 items to collect quantitative data from retailers. Focus group discussions were also conducted with members of the public to gather qualitative data. The researcher adopted the census method, whereby all 52 stores in Flagstaff took part in the study. The sample for the focus group interviews comprised of thirty (30) participants that were allocated into six groupsof 5 participants in each group. The study used version 27.0 of the Statistical Package for the Social Sciences (SPSS) to analyse quantitative data, and thematic analysis was used to analyse qualitative data. According to the study's findings,retailersutilise a variety of digital marketing methods, including social mediamarketing, email marketing, andmobile marketing, to exchange information, contact with customers, send them sales pitches and other marketing materials, and interact with them online. Retailers claimed that digital marketing had introduced novel ways to conductonline business,such as onlineshopping.However, this activity is connected to a numberof difficulties in rural areas, which hasprevented many retailers from offering it as a substitute for traditional shopping.As a result, there is little use of online shopping in Flagstaff retail businesses. Consumer feedback indicates that retailers' use of SMS communication, Facebook, and emails to convey information about sales pitches and promotions has inspired and encouraged customers to make purchases from particular retailers. However, participants have stressed that they prefer hearing from retailers through traditional channels sincethey are simpler to access because they have trouble getting information on digital platforms. The study recommends that rural retailers should integrate digital marketing into their marketing activities, which will increase awareness of the brand; reach a wider audience; aid in keeping up with trends and staying ahead of the competition; and maintain their presence on social media platforms. The study suggests that further research be conducted on the impact of specific online marketing tools in order to allow retailers to focus on online channels that align with their brand to generate profitable results for the business
Evaluating the sustainability of South Africa’s gambling industry
(2023) Mlobeli, Siphamandla; Hatikanganwi, Mapudzi
South Africa is a developing country that prides itself on having in-depth understanding of gambling activities. People engage in gambling activities like casino games and lotteries. Even though gambling activities have evolved from being a relatively unusual occurrence limited to brick-and-mortar casinos, bingo halls, race and sports books, it has become a technologically sophisticated sector that is growing significantly every year. The gambling activities have transforms how individuals gamble. People gamble in the comfort of their own homes. However, the growing importance of unregulated (and thus illegal) gambling in South Africa is a troubling trend. This study aimed at investigating the opportunities for the South African gambling sector to continue operating in the face of declining revenues. To establish the set objectives, this study adopted the use of qualitative methods particularly purposive sampling. The researcher acquired a representative sample of the three CEOs and 12 players from each of the three companies, Gold Circle, HollywoodBets, and Phumelela Gaming. In a similar vein, the 12 clients chosen from the three businesses have a history of doing business with them. The findings of the study revealed that both internal and external elements contributed to the industry's swift drop in fortunes. The internal variables include marketing, culture, issues with tax income, racing, wagering, and the use of human capital. Education, innovation, globalisation, a lack of skilled workers, economic and political instability, legal issues, restrictions on gambling, change, and government backing are some of the external variables. The study recommended significant government assistance for the industry. The national gambling board should also see to the closure of all illegal gambling establishments. The sudden increase in licence renewal costs and tax revenue needs to be investigated, to help the business regain its financial stability.
Size matters : the market–non-market strategy nexus and firm performance in South Africa
(AOSIS, 2024-02) Parnell, John A.; Troilo, Michael L.; Dobbelstein, Thomas
Purpose: 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.
Foreign direct investments as a solution to South Africa’s economic growth
(2023-03) Muzuva, Meshel; Balkaran, Rishi; Rawjee, V. P.
Foreign Direct Investments (FDI) as a growth-enhancing component has received growing attention in the global economy and is considered a vital source of external financing for many developing economies. This study examines the impact of FDI on economic growth using a mixed research methodology. The study combines the Autoregressive Distributed Lag (ARDL) approach and interviews with experts in the field of international finance and macroeconomics. The ARDL approach was employed to estimate the long-run and short-run relationship between FDI and economic growth using annual time series data for the period 1980 to 2020. The results indicate that FDI has a positive and significant impact on economic growth in the long-run and shortrun. Furthermore, the study found that South Africa has not been able to fully exploit the potential benefits of FDI due to structural constraints such as poor infrastructure, insufficient skills and limited access to finance. This study, therefore, support the hypothesis that FDI has a significant impact on South Africa’s economic growth. Thus, policy makers can formulate policies that attracts more FDIs in the country to promote economic growth. The interviews with the experts in the field provide additional insights into the factors that influence FDI flows and their impact on economic growth. The experts highlighted that FDI has contributed significantly to the country's economic growth by creating job opportunities, promoting innovation and technological advancement, and enhancing competition in the domestic market. The findings suggest that to maximize the benefits of FDI, the government needs to create a favourable investment climate, reduce bureaucratic barriers, and address the skills gap in the workforce. Therefore, policymakers and stakeholders should take steps to promote a conducive environment for FDI to contribute positively to the country's economic growth. The study also sought to conduct an empirical investigation on the determinants of foreign direct investment in South Africa using ARDL. The results revealed the following variables that were significant determinants of FDI, government spending, market size and exchange rates. The findings from the interviews identified market size and growth, inflation, exchange rates, availability of natural resources, infrastructure, openness of the economy and availability of good infrastructure as specific determinants of FDI.This study concludes that increasing economic growth requires attention to be focused on to the fundamental determinants of foreign investments decisions and the underlying relevant microeconomic and macroeconomic outlooks. Furthermore, though there is a prime need to attract more foreign investors in South Africa, it is important to concede that attracting FDIs alone is not enough for sustainable economic growth and development. The policy makers should have holistic policies in place and undertake reforms with clear objectives and commitments.
Consumer perspective of financial technology and digital personal banking in South Africa : a literature review
(Sprint Investify, 2023-10-16) Ramsundra, Avikar; Mason, Roger Bruce
Financial technology advancements have made personal banking simpler, allowing a range of services to be accessed anytime and anywhere via various digital methods However, the extent of digital financial technology's impact on consumer perception and adoption of digital personal banking in developing economies remains unclear. The purpose of this study therefore is to review literature on the issues that could influence the perception and use of digital personal banking by consumers. Data was drawn from 116 documents of academic and ‘grey’ literature according to the PRISMA protocol, and analysed by detailed reading, narrative summarising and then deconstructing and reconstructing the contents into the key issues influencing the adoption and use of digital personal banking. First an overview of digital banking in general, and then in South Africa, is provided. Then the different issues, or constructs, that could be drivers of preference for digital personal banking by South African consumers, as identified from the literature, are presented, namely Convenience, Practical quality, Branch service quality, Online service quality, Usability, Safety and Risk. These findings can form the basis of further in-depth research into the adoption and use of digital personal banking and can also assist banking executives to adapt their operational and marketing activities to influence consumers to further adopt digital banking.
Sexual education in addressing sexual harassment in South Africa
(IntechOpen, 2023-09-12) Hamlall, Vijay; Sterling, Rogena
Abstract Many countries lack adequate legislation to combat sexual harassment of women. The situation in South Africa however is quite different. Since the collapse of Apartheid, there are numerous legislatures and policies in place to protect women from acts of violence. Yet, South Africa has one of the highest prevalence of sexual violence in the world indicating that these laws are ineffective and not enough to stem the tide of violence against women. Cultural and traditional factors and masculinity construction play a major role in the creation of gender inequalities. Formal sexuality education at schools and universities in South Africa is absent from the curriculum. Sexuality education in South Africa is mainly rendered through community-based training and outreach programmes. This chapter explores this manner of education, the benefits of such education and the impact this education has had both on society at large and on combatting sexual harassment. The sexuality education initiatives discussed in this chapter are those that include men that offer them modes to address their own social dominance and the subordinate position of women. Keywords: South Africa, sexual harassment, masculinity, sexual education programmes, gender equity and reconciliation (GER)
Evaluating the effectiveness of the National Youth Service Programme in skill development of unemployed graduates in the North-West province of South Africa
(National Academy of Sciences of Ukraine (Co. LTD Ukrinformnauka) (Publications), 2021-12-15) Rena, Ravinder; Diale, B. T. T.
For the last 3 decades, youth unemployment has been a major challenge in South Africa. Education and training has been considered as a solution to this challenge in the country. The South African Government introduced skills development programs focusing on the youth to reduce unemployment and poverty. However, the youth unemployment among the skilled has been persistent. Given this background, an attempts is made in this study to evaluate the effectiveness of the National Youth Service Program (NYSP) in skill development of unemployed Graduates in the North West Province of South Africa and determine stakeholder involvement in the conceptualization, implementation, monitoring, and evaluation of the skills development program. The research methodology used in this study was both quantitative approach aimed to fill in the knowledge gap, which is achieved through critical reading and analysis of what other researchers have identified, and qualitative method. A cross-sectional survey was conducted to collect data. Questionnaires were self-administered to obtain primary data from (90) graduates and (10) stakeholders who took part in the NYSP. Th e main finding of the study indicates that 83 % of the NYSP graduates are unemployed since completing the skills development program in the 2017 fiscal year. The study alluded that lack of stakeholder participation and commitment in the NYSP was attributed to the high rate of NYS graduate unemployment. Stakeholder engagement and participation will also play a critical role in ensuring that learners completing the skills development program are linked to employment opportunities and are self-reliant. The study recommends that stakeholder identification should take place before the program is being implemented.
Evaluating the impacts of Covid-19 pandemic on the socioeconomic status of South African women
(IKENGA International Journal of Institute of African Studies, 2023-03-30) Rena, Ravinder; Mbukanma, Ifeanyi
This research was conducted to evaluate the impacts of the Covid-19 pandemic on the socioeconomic status of South African women. There is an urgent need for a better understanding of the unique circumstances and provisional assistance of effective support for women throughout the Covid-19 crisis and its aftermath considering the level of impact the virus had on women. To achieve the researchobjective, a literature- based analysis was employed, which provides an in-depth analysis and evaluation of previous literature on the unprecedented nature and trend of the Covid-19 pandemic and its impacts on the socioeconomic status of women in South Africa. Thus, despite the limited scientific data on the most recent development of the pandemic, the findings revealed that the pandemic has escalated most variables of socioeconomic status of women in South Africa, which include high poverty rates, increased rates of unplanned pregnancy, school drop-out of schoolgirls and child labour among teenage girls, lack of income, decreased financial empowerment, reduced access to conducive healthcare, excessive maternal mortality, and growing food shortages and malnutrition. Thus, as the world continues to search for a reliable vaccine and other preventive measures for the virus, this paper recommended that policymakers and stakeholders around the globe, and most especially in South Africa, should develop coherent and strategic policies that will incorporate and attend to the socioeconomic needs of women.
The socio-economic implications of the COVID-19 pandemic and its impact on the South African informal economy
(Durban University of Technology, 2023) Langry, Fiona; Rena, Ravinder
The informal business sector in many developing economies is often seen as a driver of economic growth due to the role that this sector plays in the creation of employment opportunities, increasing the social activities of its communities, and providing business opportunities for rural entrepreneurs. The informal economy has been known to be insulated from macro-economic volatility in the global markets, but this could be an oversight on the part of the national government as they have not taken this sector into account when determining GDP or strategic imperatives to bolster the economy. The COVID-19 pandemic showcased how unprepared many economies were in the face of harsh government-imposed lockdowns and the resultant job losses that occurred due to individuals being unable to go to work. The South African government, whilst acknowledging the informal sector and the subsequent economic and social role it plays, lacks the necessary policy framework and enablement of this sector, as well as a platform that enables the continuation of business practices for informal traders that will protect them from the daunting impacts of a pandemic or another global catastrophe. The purpose of this study is to comprehend and analyse the socio-economic ramifications of the COVID-19 epidemic and its impact on the informal economy in South Africa. To do so, the study utilises discourse analysis and which is carried out using a secondary data collection approach. Theses for master's and doctoral degrees, papers presented at conferences, policy documents, government gazettes, statistical data from governments, and reports from international organizations are all taken into consideration. Articles published in scientific journals that have been subject to the process of peer review are also taken into account. According to the findings of the study, in order to protect the informal sector from unforeseen disasters in the future, it is recommended that policies and protection mechanisms be put into place.

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