Browsing by Author "Botha, Jamie-Lee Ann"

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    Early-stage entrepreneurs’ marketing activity in South Africa
    (University of the Witwatersrand, Johannesburg, 2019) Botha, Jamie-Lee Ann; Mazonde, Nomusa
    Purpose: This paper explored the unique characteristics of the marketing function of early-stage entrepreneurs operating in South Africa. Methodology/approach: A qualitative study was done. The data was collected by doing unstructured face-to-face interviews to conceptualise the unique marketing activities of early-stage entrepreneurs operating in the South African market. Findings: The study indicated that entrepreneurs do digital marketing; however, the primary marketing activity is the ‘on the ground’ marketing. Entrepreneurs still execute old fashioned, cold calling and relationship building with the customer at the centre of the business. Entrepreneurs boasted of their agility to adopt new technology and offer personalised service and product packages to meet the customer’s needs. Value: This paper uncovered the marketing activities of early-stage entrepreneurs and highlighted the marketing areas that need improvement. The results will assist entrepreneurs in the early business development stages with their marketing endeavours and enhance the business performance. The research contributed to the domain of entrepreneurial marketing