Wits Business School (ETDs)

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    Machine learning in marketing strategy: A socio-technical approach in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Govender, Aleasha; Quaye, Emmanuel
    The purpose of this research study was to determine whether the existing market segmentation, targeting and positioning (STP) approaches are optimal for marketing strategy in South Africa, and to what extent AI and machine learning are being used to improve marketing strategy in South Africa. The methods used have drawn on qualitative data research and document analysis. There were 10 participants in the study, the industries include Banking, Telecommunication and Medical Insurance. The methods used have drawn on qualitative data research and document analysis. The key results of the research have determined that Machine Learning is in its inception phase in terms of being used in marketing strategy in corporate South Africa. The research further finds that there are factors that are slowing the development in this field that are aligned with both hard and soft capabilities, for example, along with infrastructural capabilities like software integration, strategic capabilities like interdepartmental alignment are required for effective deployment of these technologies. Further, the research finds that the current segmentation, targeting and positioning methods used in isolation are not optimally contributing to marketing strategy, rather a blended approach including insights from customer data will provide a more accurate STP strategy. This research supports marketeers, technologists, business structures, researchers in South Africa, as well as strategists who deal with mass consumer bases, because market segmentation, targeting and positioning underpin how marketing strategy is rolled out throughout corporate South Africa and AI and Machine Learning are emerging technologies that are highly topical and are only at the inception phase of optimal utilisation
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    Addressing The 4IR Skills Gap for South Africa’s Economy
    (University of the Witwatersrand, Johannesburg, 2023) Bodibe, Lerato; Venter, Robert
    The widespread enthusiasm and hysteria for Artificial Intelligence (AI) todays not only encourages but forces us to approach the future with a combination of childlike aw and mature concerns. A new and evolving set of skills is vita and needed, because automation and robotisation powered by AI is simultaneously creating and eroding jobs. The so-called digitally enabled jobs, AI-driven jobs, indisputably needs a skilled cadre of graduates. This is especially true for the ICT sector in South Africa, which is plagued by a serious skills shortage. The research conducted for this MBA social entrepreneurship project led to the aim of establishing an eSkills institute, specifically targeting the youth in Orange Farm. This community was chosen for its demographic and social condition where it faces high levels of youth unemployment, drug abuse, and lack of access to educational facilities by the youth. The proposed business model offers a promising approach for the eSkills Institute to achieve both its social and financial goals, bringing meaningful change to disadvantaged communities through digital skills training. This would enable the eSkills institute to achieve long-term viability and make a positive impact with its underlying primary objective of providing digital skills training to disadvantaged communities, thereby bridging the digital divide and increasing their access to economic opportunities. Basing our analysis on market research and stakeholder engagement has helped identify key areas of opportunity to generate revenue and create social value. These opportunities include offering paid digital skills training programs to corporate clients, partnering with government agencies to provide subsidised training to low-income individuals, and establishing a social enterprise arm that offers software development and design services to small businesses and their ecosystems
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    The impact of digital wearables on safety in the South African mining industry
    (University of the Witwatersrand, Johannesburg, 2024) Bapela, Nthabiseng; Rangasamy, Logan
    The mining industry is currently at a turning point and is encountering several challenges, including the need to improve efficiency, reduce costs, limit its impact on the natural environment and improve safety. In order for mining organisations to stay globally competitive they need to adjust to the new norms of efficient mining at a low cost. The greater the depth of mining the more dangerous mining activity become (Zulu et al., 2021, pp. 184-200). The research was influenced by the need to improve safety through the use of digital technology to collect active data. The concept of digital wearables allows for the collection of a vast amounts of data in real-time which can be used to reveal unknown reoccurrence’s due to certain behaviour or conditions which results in incidents that could have been avoided. Data analytics can be used to design models to easily predict and eliminate a peak in operational scenarios based on the employee groups and mediate prior an incident occurs (Deloitte, 2019). The primary objective of this study is to determine how digital wearables can be utilised to indicate impending hazards by providing data that mines can use to improve safety. There is a need to develop models that are aligned with technological improvements directed at improving safety in mining operations. A quantitative research method was adopted in the research as it describes the investigation and use of numerical data by means of specialised statistical techniques (Oberiri, 2017, pp. 40-47). The method used to conduct the study was a questionnaire in the form of a survey based on a Likert-type scale. Due to a low survey response there were 51 actual respondents and 40 respondents derived from the cleaned data to the survey which included mine management employees, middle management and junior level working on the site. The influence on the dependent variable was populated into the SPSS model to test if the data is a good fit. The data was exported to SPSS and used to run different tests on the sample (Lee, n.d., pp.143-178). Key drivers from the sample data results were identified as the low information efficiency flow currently whereby majority if respondents agree that impeding hazards and injuries can be reduced by way of training to improve human interaction with technology and availability of real time data. The results suggest that technology can play a role in enhancing safety standards in mines. Technology will improve information efficiency but organisations lack “holistic and proactive approaches” in balancing the adoption of technology and industrial social sustainability (Mangaroo-Pillay et al., n.d., pp. 1-12)
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    A digital fraud strategy framework for banks and insurance companies in South Africa
    (University of the Witwatersrand, Johannesburg, 2022-08) Mahlangu, Cecilia Nonhlanhla Pretty; Oro, Oro Ufuo
    South African banks and insurance companies have been focused on transforming and accelerating their digital strategies. There has been much focus for most organisations on providing products or services across various digital platforms. As a result, fraudsters are also finding new ways to commit fraud on the same digital platforms. Consequently, digital fraud numbers have increased, and banks and insurance companies should ensure that they implement suitable measures that will help them predict, prevent, detect, monitor, and respond to digital fraud in real time while protecting their customers' financial goals and improving customer experience. Existing studies have revealed components of combating digital fraud for the South African financial service providers, but no study on a holistic digital fraud strategy framework has been conducted. The aim of this research is therefore to evaluate a digital fraud strategy framework for South African banks and insurance companies, and to obtain a better understanding of how to combat digital fraud for South African banks and insurance companies. A mixed-methods approach was used in this study, in which participants in the banking and insurance industry were surveyed, and digital fraud subject matter experts were interviewed. Data analysis revealed that organisational structure, education and awareness, policies, big data, and analytics all have an impact on reducing digital fraud for South African banking and insurance institutions. The study also found that government legislation does not affect the reduction of digital fraud. South African banking and insurance institutions therefore need to implement appropriate measures that will help combat digital fraud. Keywords:
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    Technological innovation, entrepreneurial orientation, and performance of micro, small, and medium enterprises in Ghana
    (University of the Witwatersrand, Johannesburg, 2023) Abebrese, Rose; Dorson, Thomas
    Technological innovation and entrepreneurial orientation are noted to be key ingredients for business success. Given that advanced economies enjoy the benefits of technological innovation and entrepreneurial orientation, emerging economies are rolling out programmes and projects to facilitate technological innovation and entrepreneurial orientation. However, empirical studies that bring forth the benefits of technological innovation and entrepreneurial orientation is scanty. With partial least square structural equation modelling, we explore the relationship between technological innovation, entrepreneurial orientation, and performance of MSMEs in Ghana. Specifically, the research examined the effect of technological innovation on entrepreneurial orientation in MSMEs in Ghana, assessed the effect of technological innovation on the performance of MSMEs in Ghana and analysed the combined effect of technological innovation and entrepreneurial orientation on the performance of MSMEs. Primary data was collected from using closed-ended structured questionnaire between the period of 31 March 2022 to 1 June 2022 and analysed with the Structural Equation Modelling based on Partial Least Squares. The analysis and discussion of the study utilized the Schumpeterian theory of innovation and the resource-based theory. The findings of this study confirm the positive and substantial influence of technological innovation and entrepreneurial orientation on performance, aligning with the foundational principles of resource-based theory, which highlights the pivotal role of resources in gaining competitive advantage. It is advised that managers of MSMEs instill organizational practices steeped in technological innovation and entrepreneurial orientation and anchored in knowledge. Additionally, these managers should foster an environment where innovative ideas and solutions from their employees are not only welcomed but encouraged. The study also underscores the significance of the policy recommendations derived from these results
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    Examining the technologies and practices that can help SA mining industries meet carbon blueprint reductions
    (University of the Witwatersrand, Johannesburg, 2023) Lakhna, Adheesh; Oro, Ufuo Oro
    Mining has always been regarded as a black sheep due to its legacies of environmental accidents, pollution, and safety incidents. However, for economies to grow, they need energy and energy requires metals to generate, transmit and store power. These metals are mostly sourced from mining and so as the world changes to cleaner and greener energy options, it is only fitting that mining equipment also becomes more environmentally friendly and keep up with the times. Heavy mining equipment such as ultra class dumptrucks and face shovels have 2-3MW diesel engines which can easily burn hundreds of litres of diesel per hour (Komatsu, 2022). Diesel has been the fuel of choice for many years due to its developed supply chains, ease of storage, high energy density and reliable engines. High fuel consumptions coupled with increasing fuel prices and deepening mines means that in addition to increasing expenses and pressure from environmental organisations, South African mines are becoming more and more carbon intensive. In December of 2015, at the 21st Conference of the Parties (COP21) to the United Nations Framework Convention on Climate Change (UNFCCC) held in Paris, an international treaty on climate change was adopted by 195 parties. This treaty also known as the Paris agreement was a landmark agreement since this was the first legally binding treaty aimed at fighting climate change (United Nations Climate Change, 2015). The Paris agreement covered many items but these are some of the most crucial ones; Long-term temperature goals with the aim of restricting global temperature increases to below 2 degrees Celsius or even further to 1.5 degrees Celsius; National Adaptation Plans which outlines plans and actions for different nations based on their needs and priorities; Finance, technology and capacity-building support that addresses developed countries providing financial assistance to less endowed countries for adaption and accelerating technology development
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    Business model innovation in South African companies under the changing post-COVID-19 world of work
    (University of the Witwatersrand, Johannesburg, 2021) Hlabathi, Katekani; Mzyece, Mjumo
    Businesses that have survived pandemics and other major global disruptions have demonstrated the importance of continually re-evaluating their business models. Implementing business model innovation has been shown to significantly enhance a business's chances of surviving major global disruptions. This study aims to determine how the application of business model innovation, particularly in South African enterprises, has enabled these businesses to survive and remain profitable in a changing work environment, especially during the COVID-19 pandemic. In this context, business model innovation refers to the creative introduction of new ways of the business providing value to their customers through the products they sell or services they provide. A qualitative study with ten (10) respondents from South African enterprises was conducted to test the proposition that businesses who apply business model innovation in pandemics, such as the COVID-19 pandemic, will survive and become even more profitable. The study was conducted in several enterprises from different industries, using interviews and questionnaires. The study aims to provide a possible framework to be used by businesses during pandemics and to provide a basis for further research on the subject. The study's key findings show that there are both internal and external factors that influence the implementation of an innovative business model. COVID-19 was rated highly as an influence that is top of mind, affecting how firms conducted their businesses today. The study also revealed that customers and stakeholders are key to developing an innovative business model. The limitations of the study relate to the number of respondents and their location. This was a direct effect of the qualitative nature of the study and the physical and other restrictions due to COVID-19; thus, the results may not be widely representative or fully replicable. Nevertheless, overall, the study indicates that business model innovation could give businesses the competitive advantage and the differentiation needed to succeed during times of uncertainty.
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    Product innovation strategies that support an organisation’s reset business strategy
    (University of the Witwatersrand, Johannesburg, 2021) Maithufi, Marang Norah; Mupfawa, Shungu
    Literature reveals that many organisations do not have well-communicated innovation strategies, or rarely articulate their innovation efforts to align with business strategies. In addition, research further emphasises that without innovation strategies, different parts of an organisation can find themselves pursuing conflicting priorities even in the existence of a clear business strategy. Organisation A, the case under study, has recently accounced its new refresh business strategy; in order to align itself with the changing business and consumer landscapes. The new business strategy focusses on value delivery through customer-centricity and market-focused businesses. The aim of this study is to ascertain product innovation strategies that can support Organisation A’s new business ambitions. Organisation A produces and markets a wide range of products, including chemicals; both commodity as well specialty chemicals. The products identifed for the study are polymers products, selected due to the unique challenges the products currently face; which include being commodity products at the mature stage of their product lifecycle. Parallel to this, these products have recently endured substantial environmental scrutiny relating to the increasing (polymers) plastics waste footprint in the environment and other externalities, with consumers thus demanding more environmentally sustainable product solutions. For a richer discovery, as well as uncovering perceptions which may influence how innovation is conducted at Organisation A, a qualitative single case study research strategy was pursued, via semi-structured interview schedules with Organisation A’ employees involved in and associated with the development, production, marketing, sales and support of polymers products under study. The study revealed that although innovation is widely acknowledged as important, the perceptions held within the business were that polymers product innovation was not a forefront imperative. This, according to the study participants, manifested as an environment that was unsupportive of product innovation endevours, a business that was overly risk-averse, internally focussed, and considered other categories of innovation such as manufacturing process innovations as more value creating than polymers product innovation efforts. Consequently, only incremental and sustaining product innovation activities that were perceived to not disrupt the business were embraced. Three strategies or opportunity areas are proposed, that Organisation A can explore for its polymers product innovation efforts to support the new business strategy
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    The adoption of technology in the Limpopo province agriculture sector
    (University of the Witwatersrand, Johannesburg, 2021) Kganakga, Khomotso; Larbi, Lee
    The fourth Industrial revolution technologies offer us an opportunity to increase competitiveness, as well as an opportunity to overcome weaknesses prevalent in the current agricultural system and the persisting limits of intensive agriculture. The Limpopo province agricultural sector is a major producer of some of South Africa’s agricultural commodities and a competitor in the export markets of agriculture produce. This study seeks to explore the usage and adoption of technology in the Limpopo province agriculture sector. Even though there has been research in the agricultural sector of South Africa in the context of the fourth industrial revolution none has been done in the Limpopo province context. Therefore, this study will attempt to close the knowledge gap by providing more literature on the topic The research strategy adopted for this study is a qualitative interview research approach. The finding of this research indicates that role players in agricultural sector of Limpopo have embraced the use and adoption of technology within the sector, this adoption of technology has helped the industry to be competitive internationally, however the introduction of technology within the sector has bought about some level of uncertainty regarding job securities for some. Technology will continue to advance and bring about change in society and its environment, those in business who chose to ignore this fact and continue with obsolete practices are at the risk of finding their own businesses one day. The provincial government too has role to play in advancing awareness and developing policies
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    Adoption of locally developed Metal Additive Manufacturing Technology: Evaluation of South Africa’s manufacturing industry’s readiness
    (University of the Witwatersrand, Johannesburg, 2021) Sono, Oscar James Hendrick; Wotela, Kambidima; George, James
    Presently, Metal Additive Manufacturing (MAM) has progressed to the stage where the manufacture of components for industries such aerospace, energy, automotive and medical industries, are possible to a high degree of reliability. The South African government has invested substantially on the technology’s advancement through various government entities, publicly funding the research and development programmes and infrastructure developments. Yet the adoption of the technology remains slow, contrast to the USA and other European countries. Therefore, this thesis sought to explore the readiness of South Africa’s manufacturing industry to adopt locally developed MAM technologies. This was undertaken by employing a quantitative research approach, in which a cross- sectional design survey was used to conduct the interrogation, guided by innovation diffusion theories, particularly DOI. The study applies descriptive analysis to determine the current state of MAM adoption and the level of awareness about the technology within the industry. Backward multiple regression was used to determine if cost, organizational capability, and potential job loss have an impact on the adoption of the technology within the industry testing the three hypotheses. The results indicated that the state of MAM adoption within the manufacturing industry was low, with only three machines owned/leased, and potential adopters that are likely to uptake the technology, believing it can bring value-add to their organisations. These potential adopters are familiar with awareness programmes driving MAM campaigns. On the other hand, they also indicated reasons they believed would lead to non-uptake of the technology, the non-adopters did too, with cost of material being the leading constraint. Furthermore, results of tested hypotheses inferred a causal relationship between the adoption of MAM technology and the variables, and the impact was significant on its uptake or non-uptake. However, it was important to note that the sample size was low to take a conclusive stance, hence the researcher recommends a continuation of the study