The impact of corporate rebranding on internal and external stakeholders of a pharmaceutical company in South Africa
| dc.contributor.author | Todd, Gorete Silvana | |
| dc.date.accessioned | 2016-03-07T07:16:57Z | |
| dc.date.available | 2016-03-07T07:16:57Z | |
| dc.date.issued | 2015 | |
| dc.description.abstract | Zoetis Inc. the international entity spun off from the mother company Pfizer in 2013 and therefore underwent corporate rebranding. This case study of Zoetis South Africa Pty (Ltd) reviews the impact of corporate rebranding of an international firm in the context of South Africa. The intent of this research was to investigate the impact of corporate rebranding on internal and external stakeholders of Zoetis South Africa Pty (Ltd). Zoetis is an animal health pharmaceutical company. The South African pharmaceutical industry has experienced numerous changes over the past few years due to legislation. The South African government enforced laws regarding the pricing and marketing of pharmaceutical products. Furthermore the agricultural segment is also undergoing reform post-apartheid. This rapidly changing environment provides many challenges for global companies undertaking business in South Africa. This impact of corporate rebranding on internal and external stakeholders was measured using quantitative methods. Survey were distributed and completed by both stakeholder groups using an online survey platform that collected the data. The data was analysed using descriptive statistics and regression analysis with statistical analysis software. The main findings were that the acquisition of new knowledge, more favourable attitudes had a positive effect on internal stakeholder behaviour. The external stakeholder perception and behaviour was also positively affected by the acquisition of new knowledge and more favourable attitudes. The loyalty, commitment and support were very high across both stakeholder groups thereby leading to the idea that brand equity was transferred. The transparency of communication both internally and externally was rated very high by both groups leading to the concept that transparent communications could also be an influencer of how the stakeholder groups perceive the rebranding. | en_ZA |
| dc.identifier.uri | http://hdl.handle.net/10539/19975 | |
| dc.language.iso | en | en_ZA |
| dc.subject | Branding (Marketing) -- South Africa. Pharmaceutical industry -- South Africa. | en_ZA |
| dc.title | The impact of corporate rebranding on internal and external stakeholders of a pharmaceutical company in South Africa | en_ZA |
| dc.type | Thesis | en_ZA |