School of Business Sciences (ETDs)

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    Two Perspectives Study of the 4Ps of Brand Leadership for two African Brands: Effect of Employee Customer Oriented Behaviours and Brand Admiration
    (University of the Witwatersrand, Johannesburg, 2024) Olumide-Ojo, Nkiru Juliet; Duh, Helen Inseng
    A Brand leader is viewed in four dimensions of being relatively superior in the marketplace (brand quality), provides relatively high financial value compared to costs (brand value), is relatively open to new ideas and solutions (innovativeness) and has high brand awareness, preference and consumption (popularity). Being a brand leader brings a myriad of both financial and non-financial benefits, such as customer and employee brand admiration, profitability, and market share. Dangote and DSTV are consistently ranked as two of the top admired and brand leaders in Africa, but research is yet to be conducted as to the varied determinants of the brand admiration and leadership. Considering that African brand leaders are diverse in terms of the person and people behind the brand, segments they serve, the product and services that they offer and the place/country of origin, this study develops and tests these aspects into 4Ps of brand leadership (person, people, product and place). Guided by the social exchange, social identity, and brand-specific leadership theories, this study integrated ideas from Aaker et al. (2012), Park et al. (2016) [for product factors], and elements of the models of Adehn et al. (2016) [for place factors], Tuan (2012) [for person factors], Löhndorf and Diamantopoulos (2014) [for people factors] and Chiu and Cho (2021) [for the four dimensions of brand leadership] to examine the product, people, person and place (4Ps) factors impacting brand admiration and resultant brand leadership of Dangote and DSTV brands. An integrated conceptual model was developed that was to be tested in two perspectives. The person factors (brand specific transactional and transformational leadership) and the people factors (employee-brand fit, employee brand knowledge, employee brand belief, employee brand congruent behaviour, perceived organizational support and organisational identification) were hypothesised to first impact employee customer-oriented behaviour before influencing the four dimensions of brand leadership through brand admiration. The product factors (enabling, enticing and enriching benefits, warmth and competence) and place factors (product and service availability, basic country image, product-country image, category-country image) were hypothesised to impact brand admiration and in turn influence the four dimensions of brand leadership. A positivism philosophy with quantitative methods was used for data collection and analyses and to test the employee and customer models. After assessing and confirming measurement model for reliability and validity, a partial least square structural equation modelling (PLS-SEM) with SMART-PLS V4 was used to test the models and hypotheses considering the multi-variate nature of the relationships. The results showed that for Dangote employees, only perceived organisational support (people factor) significantly impacted employee customer-oriented behaviour. Because of low Dangote employee sample size (i.e., 143), most of the relationships were not significant. For DSTV, and with a higher employee sample size (i.e., 169), four people factors (i.e., employee-brand fit, employee brand knowledge, employee brand belief, and perceived organizational support) and one person factor (i.e., transactional leadership) significantly impacted employee customer-oriented behaviour). Additionally, and for only DSTV employees, brand admiration significantly impacted all four dimensions of brand leadership. In v terms of Dangote customers, brand admiration was influenced by only functional product factors of brand competence and enabling factors and place factors of product and services availability and product country image. Dangote customers brand admiration significantly impacted all four dimensions of brand leadership. For DSTV customers the 4Ps that significantly influenced admiration were person factors (customer appreciation of brand-specific transactional leadership); people factors (customer appreciation of employee customer-oriented behaviour); product factors (brand warmth, enabling and enriching benefits) and place factors (product and service availability, basic country image, and category-country image). DSTV customers brand admiration also significantly impacted all four dimensions of brand leadership of brand quality, value, popularity and innovativeness. Multigroup analyses conducted should that there were some significant differences in how some 4Ps factors impacted brand leadership though brand admiration from customers perspective and not employee perspective. The customer perspective model of Dangote explained 73% of changes in brand admiration, 23.8 % of brand innovativeness, 23.1% of brand popularity, 42.9% of brand quality and 12.2% of brand value. Conversely, the customer perspective model of DSTV explained 88.1% of brand admiration, 62.5% of brand innovativeness, 31.4 % brand popularity, 48.8% of brand quality and 45.4% of brand value. The explanatory powers of the employee models were weak probably because of the low sample size and the many constructs deleted from further analyses. This study makes theoretical and practical contributions. Theoretically it makes interdisciplinary contributions into the fields of brand management, human resource management and consumer behaviour. It develops the first 4Ps of brand leadership by demonstrating the pathway through which brand leadership can be gained from employee and customer perspectives and through employee customer-oriented behaviour and brand admiration. The 4Ps and the integrated models can be used to identify determinants of brand admiration and leadership for other leading brands in Africa, emerging economies and developed countries. Practically the managers of leading brands can get insights into important people, person, product and place factors that can drive brand admiration and leadership. For example, and for employee perspective, it was found that perceived organizational support is important for both Dangote and DSTV if employee customer-oriented behaviour (ECOB) is to be achieved. ECOB is a good determinant of customer brand admiration and resultant brand leadership, especially shown in the case of DSTV. In the customer perspective, enabling benefit and product and services availability which are all functional product and place factors are common and important factors if brand admiration and resultant brand leadership are to be achieved.
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    Supply Chain Resilience and Carbon-Neutral Supply Chain Performance: Examining the Mediating and Moderating Role of Information Sharing Capability
    (University of the Witwatersrand, Johannesburg, 2024) Nyamvura, Elliot
    his study investigates the impact of supply chain resilience (SCR) on carbon-neutral supply chain performance (SCP), focusing on the mediating and moderating roles of information-sharing capabilities. Conducted within the food manufacturing and retail sectors, the research highlights how SCR, characterised by preparedness, alertness, and agility, is crucial for sustaining operations and achieving carbon neutrality amidst disruptions. The findings underscore that robust information-sharing capabilities enhance the effectiveness of SCR, enabling organisations to better manage disruptions, reduce inefficiencies, and lower carbon emissions. By fostering collaboration and communication among supply chain partners, firms can optimise logistics, engage suppliers in sustainable practices, and enhance overall environmental performance. This study provides empirical evidence supporting the integration of SCR and information-sharing capabilities as strategic tools to achieve carbon-neutral goals. The insights gained offer valuable implications for policymakers and business leaders aiming to balance economic growth with environmental sustainability. The research contributes to the existing literature by providing a comprehensive framework that underscores the importance of SCR and information sharing in achieving sustainable supply chain practices. It also suggests that adopting a holistic approach that includes these factors is critical for businesses transitioning to a low-carbon economy.
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    Growth effects of human capital and innovation in small and medium sized South African firms before and after the Covid-19 pandemic
    (University of the Witwatersrand, Johannesburg, 2024) Maingehama, Francisca Nyasha; Callaghan, Chris
    This thesis examines the growth of small and medium-sized enterprises (SMEs) in South Africa before and after the COVID-19 pandemic. The COVID-19 pandemic introduced new challenges, which makes this research relevant for contemporary issues in firm growth. The problem addressed in this study was the need to understand how various factors, such as human capital, innovation, entrepreneurial orientation and motivation, affect SME growth. Previous research has focused mainly on organisational-level determinants without considering how these factors interact in a post-COVID-19 context. This gap is particularly relevant in South Africa, where SMEs face high failure rates despite efforts to support entrepreneurship. The study filled this gap by exploring the specific growth dynamics of SMEs in this contemporary and challenging context. Several key research questions guided the study and aimed to achieve two main objectives. The study used a two-phase methodology. First (Phase 1), it systematically reviewed the literature to synthesise knowledge on human capital, innovation, and firm growth before the COVID-19 pandemic. The systematic literature review analysed 206 articles published between 2000 and 2020 using descriptive statistics, bibliometric analysis, and content analysis to synthesise pre-pandemic research. Secondly (Phase 2), it developed and tested a theoretical model to understand the relationship between human capital, innovation, entrepreneurial orientation, motivation and SME growth in South Africa post- pandemic. In this phase, primary data was collected using a structured questionnaire with 497 responses from small firm owner-managers and analysed using Smart PLS (version 3.2.9). This research adopted a positivist philosophy, focussing on empirical patterns and causal relationships. Key findings indicated that innovation mediates the relationships between entrepreneurial orientation, human capital, and the growth of SMEs. Human capital has a direct impact on firm growth in the post-pandemic context. At the same time, motivation significantly mediated the link between entrepreneurial orientation and growth, though its effect on the human capital-growth relationship was less pronounced. This study advances knowledge by providing a detailed analysis of SME growth determinants in a post-pandemic context, offering a customised theoretical model for South African SMEs. This study also has practical implications, providing insight for SMEs and policymakers to enhance innovation capabilities and adapt strategies to post-pandemic challenges. Future research could explore the long-term ii impacts of COVID-19 on firm growth, the role of additional contextual variables, and comparative studies in different regions or sectors.
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    Determinants of Corporate Social Innovation in South Africa’s Commercial Banking Sector
    (University of the Witwatersrand, Johannesburg, 2024) Larbi, Lee; Venter, Rob
    This study is situated within the realm of Social Innovation (SI), specifically focusing on Corporate Social Innovation (CSIn) within the South African commercial banking sector. Addressing a significant gap in the understanding of the determinants of CSIn within this context, the study draws upon Institutional Theory and Social Capital Theory to extend theoretical insights in the domain of SI. While traditional Corporate Social Responsibility (CSR) practices often view social and environmental issues as external to core business strategy, the concept of Creating Shared Value (CSV) has emerged, emphasising the creation of economic value while addressing societal challenges. Employing a sequential mixed methods approach, the study first administered a seven-point Likert scale questionnaire to 219 CSR professionals within commercial banks in South Africa. Subsequently, semi-structured interviews were conducted with 14 CSR senior managers and leaders to deepen the findings. Path analysis and Confirmatory Factor Analysis (CFA) were used for quantitative analysis, revealing positive and significant relationships between management support, transformational leadership, and internal social capital with CSIn in South African commercial banks. Furthermore, the study found that internal social capital mediates the relationship between transformational leadership and CSIn, and that transformational leadership mediates the relationship between management support and CSIn, as well as social proactiveness and CSIn in South African commercial banks. The qualitative phase of the study involved thematic analysis of interview data to complement the quantitative findings. Methodological triangulation was employed to enhance the validity of the iii results. Given the underdeveloped and empirically lacking literature on CSIn, particularly in the commercial banking industry, this study makes a substantial contribution by identifying key determinants and enriching the theoretical understanding through empirical insights. It underscores the importance of social innovative behaviours within banks in addressing societal challenges, fostering a culture of social innovation that contributes not only to meeting Environmental, Social, and Governance (ESG) targets but also brings numerous implicit benefits.
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    Fostering the retention of talented and skilled employees by understanding the motivators of employee turnover intention from a South African SMME perspective
    (University of the Witwatersrand, Johannesburg, 2024) Edayi, Juliet; Venter, Robert
    Current small, micro and medium-sized enterprises (SMMEs) are concerned about understanding the preliminary factors that prompt employees to leave their organisation (i.e., labour turnover intention) rather than to wait, only to be left to deal with the disruptive and costly consequences of actual employee turnover. The extant literature has widely provided evidence to justify that employee turnover is very destructive and presents many costs for organisations due to its counterproductive nature. South African small and micro businesses constantly endure high rates of employee turnover as other businesses (especially big companies) are frequently poaching highly skilled workers. This burden has made it increasingly challenging for SMMEs to keep, particularly highly skilled and high-performing employees, whose talents are highly sought after and are paramount to their firm’s overall success and sustainability. Therefore, this study was conducted from an SMME context so as to equip small and micro business employers with fresh insights on how proactively adjust their employee retention strategies and foster their continued survival and long-term growth. Moreover, the South African labour market has a limited number of high-performing and brilliant employees who eventually become assets to the business once hired, thus creating a need to retain such talented personnel. The shortage of skilled labour coupled with the high costs of attracting, hiring and training new employees proffers a compelling need for scholars to actively direct their research attention to unravelling this phenomenon of labour turnover intention. Research outputs will positively equip SMME practitioners with the relevant and proven information for them to devise well-informed retention strategies before employees’ intention to quit the organisation manifests itself into an actual turnover. This study sought to achieve a meaningful understanding of the interplay between the complex relationships that exist between the selected variables and to establish how this comprehension can aid SMME practitioners in effectively reducing employee turnover rate to a reasonable proportion. For this study to establish this ultimate goal, an empirical investigation was done amongst employees in selected SMMEs in Gauteng province of South Africa. A conceptual framework that depicted all the relationships was developed and several hypotheses were formulated based on the evidence from the extant literature. This study utilised a cross-sectional research design through a quantitative-based method. A structured questionnaire was formulated and was administered in-person, and additionally distributed via emails. Data was gathered through non-probability convenience sampling, whereby 338 valid responses were received from employees across the selected SMMEs in Gauteng. iv Descriptive statistics (e.g., item analysis, Cronbach’s alpha computation) and bivariate correlation analysis were analysed using SPSS v 28 and inferential statistics were analysed through Structural Equation Modeling was undertaken using AMOS v 28. While the findings of this study corroborated the outcomes that were submitted by earlier scholars, some fresh and exciting directions in the associations between specific variables were established. This study eventually submitted a unique conceptual model that depicts the validated interactions between the study variables. It is believed that the confirmed associations detailed in the conceptual model will be used as guidelines for small and micro business practitioners to meaningfully and effectively manage employee turnover intentions while simultaneously fostering the retention of talented and high-performing workers. This investigation concluded by recommending that a similar study must be replicated using a mixed-method approach that applies probability sampling and longitudinal research design so as to address the methodological shortcomings that characterised this study.
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    Exploring the concept of strategy as practice in national disaster risk reduction: the case of Botswana
    (University of the Witwatersrand, Johannesburg, 2024) Dennison, Margaret Opelo; Coldwell, David
    Many communities in Botswana are prone to disaster threat; natural, man-made and technological, and unfortunately, evidence suggests that there are weaknesses in the Botswana’s disaster risk reduction and disaster management system. These weaknesses can have a negative impact on preventative efforts, increasing disaster impacts on societies. The key research question for this study is: How is strategy implementation done for national disaster risk reduction in Botswana and what improvements can be made using the Strategy- as practice lens? The extant literature does not explore how disaster risk reduction is done from first hand experiences of those on the ground. In contrast to traditional organisational strategic management, strategy in practice considers the process in which individual interactions and interpretations of organisational strategy lead to enactment of strategy on the ground. The study is qualitative and exploratory. The sample was selected from all three levels of the Botswana disaster risk management institutional framework. A purposive sampling technique was used, and two participants were selected from the National Disaster Management office, 6 District Commissioners and 34 participants from 6 District Disaster Management Committees based on their level of responsibility. 35 Village Development Committee Chairpersons from umbrella committees were also included in the sample as they represent a wider population within their districts. In addition, snowball sampling was used to select 11 Chairpersons from ordinary Village Development Committees. Data collection used document review, semi- structured interviews, focus groups and the nominal group technique. Findings indicate that there is no extant formal disaster risk management legislation in the country meaning there are no legally required risk management systems in place. As a result, disaster risk reduction in the past has been conducted without effective communication and coordination of disaster risk reduction strategies and systems at national, district and village levels. The study recommends that disaster risk management legislation, sufficient training for implementors at all levels of the disaster risk management institutional framework as well as coordination and communication strategies and systems should be put in place to effectively deal with mitigating disasters that the country may face in the future.
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    Predictors of Willingness to Participate in E-waste Recycling in Johannesburg: A Case of Electronic and Electric Repair Firms
    (University of the Witwatersrand, Johannesburg, 2024) Chinomona, Rudo Cynthia Christine
    This study examines the predictor variables of willingness to participate in e-waste recycling in Johannesburg. Nine hypotheses are posited and in order to empirically test them, a sample data set of 307 was collected from Gauteng Province of South Africa. The results indicate that The results of the study reveals that awareness of e-waste hazard, awareness of benefits of e- waste practices and awareness of e-waste policies each have a significant, direct and positive influence on knowledge of e-waste practices and attitude towards e-waste practices. Furthermore, the results revealed that knowledge on e-waste recycling practices and attitude towards e-waste recycling practices each have a direct positive influence on willingness to adopt e-waste recycling practices. Drawing from the study’s findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of e-waste recycling literature in South Africa - a context that is often most neglected by some researchers in developing countries.
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    Mobile banking apps curation: Assessing the factors that influence mobile banking’s continuous use amongst Millennials and Generation Z
    (University of the Witwatersrand, Johannesburg, 2024) Mashishi, Neo; Zulu, Melissa
    The proliferation of mobile banking platforms and the widespread use of intelligent devices like smartphones and tablets have caused a paradigm change in the banking industry in recent times. Millennials and Generation Z (Gen Z), dubbed the "digital natives," make up most of these service consumers. Millennials and Gen Z are increasingly using mobile banking apps, which has transformed how financial services are delivered. Nevertheless, despite being widely adopted, banks need help to ensure the continuous use of these apps to sustain a devoted and loyal consumer base while competing in the market. This study, therefore, investigates the factors influencing Millennials and Gen Z's continuous use of mobile banking applications. Five theoretical frameworks have been adopted to direct the research inquiry: Computers As A Social Actor (CASA), Expectation Confirmation Theory (ECT-IS), Social Response Theory (SRT), Task Technology Fit (TTF), and the Unified Theory of Acceptance and Use of Technology (UTAUT). The study adopted these frameworks based on their theoretical and empirical applicability and ability to provide perspectives into the variables impacting Millennials and Gen Z's continuous use of mobile banking apps. The study employed SPSS (Statistical Package for the Social Sciences) for the analysis of descriptive statistics. To validate the theoretical model and investigate the interactions between variables, Partial Least Squares Structural Equation Modelling (PLS-SEM). PLS-SEM, Smart PLS software was used to assess the validity and reliability of the constructs as well as the strength and importance of the proposed paths in the structural model was made possible by the PLS-SEM methodology. This provided an overview of the dataset and made it possible to do a thorough analysis by outlining important features like means, frequencies, and standard deviations. The research used quota sampling for a sample size of 505 participants. The study's conclusions indicate that there is a substantial correlation among perceived anthropomorphism, expectation confirmation, service quality of mobile applications, mobile banking app satisfaction, technology fit, and consistent usage of mobile banking apps. The study’s goal is to advance our understanding of the field of banking and financial services marketing. The banking sector can apply the findings and insights to differentiate its offerings from its competitors and gain a competitive edge while potentially boosting profitability.
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    The use of Social Media and Marketing Analytics to improve Marketing Decision Making in Independent Apparel Retailers in Gauteng Townships
    (University of the Witwatersrand, Johannesburg, 2024) Masia, Willie Shemane; Zulu, Melissa
    sis. The findings reveal that township-based independent retailers predominantly utilise Facebook and Instagram as their primary marketing channels. Social media platforms facilitate direct customer interaction, enabling retailers to attract and engage customers through inquiries, polls, product showcases, and customer service interactions, thereby nurturing new leads. This study aims to enrich the field of marketing management by elucidating the effective utilisation of social media and marketing analytics by independent retailers in township settings. The insights garnered hold potential value for policymakers in devising training policies that incorporate practical social media and marketing analytics tools, empowering township-based retailers to navigate the competitive landscape more adeptly.
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    Embracing technology to rejuvenate South African mining: a comparative case study analysis of a South African and an Australian mining firm
    (University of the Witwatersrand, Johannesburg, 2024) Vink, Tarryn; Callaghan, Chris
    It is well recognised that the mining industry is the historic bedrock of the South African economy. However, since 2000 the industry has shown signs of decline that include, inter alia, a slowdown in growth along with productivity issues. Since South Africa (SA) lags behind its global competitors in terms of technological innovation and implementation; many leaders in the mining industry are of the view that the increased use of technology will arrest this decline and restore the mining industry to a stronger position in the South African economy. What is, however, not fully understood is the extent to which technological change is contextually path dependent. This meaning that technological change in an industry is restricted by past events which enhance its resistance to change. This results in a lack of knowledge regarding how best to manage technological change. This would include understanding the most suitable implementation methods for certain contexts. The intention of this dissertation is to explain why firms in the South African mining industry lag behind their global competitors in terms of technological adoption. It aims to understand how differing contextual factors influence mining firms’ behavior, that, in turn, has an industry- level effect. It aims to understand how firms should manage this technology properly to optimise its interaction with its environment. Additionally, it aims to understand which theoretical approach, in relation to technological change, mining firms should follow to properly navigate their technological trajectories in light of contextual imperatives. The unit of analysis in this methodology is at the firm level. It takes specific contextual factors into account to determine which method of implementation is more appropriate for new technological advancements. This was executed by conducting two methodology phases. Phase 1 of the methodology which consisted of a holistic comparative case study analysis of a South African and an Australian mining firm. This study phase analysed archival documents that tracked changes in the responses of these mining firms over time. This was conducted using information from their financial statements and company reports, with the aim of investigating how these matched the government and environmental contexts seen in policy and country related documents. Phase 2 of the methodology comprised a qualitative analysis that used individual interviews in an attempt to develop useful insights that contextualise and support the findings of Phase 1. Various theoretical predictions have been derived in the form of propositions. The theory thus inductively developed has been used to answer some how and iii why questions about the strategic responses of firms to contextual imperatives. The study therefore produced a holistic analysis illustrating how each firm engaged with its respective contexts and how this may have resulted in path dependant relationships regarding technological innovation. The research emphasises that the South African mining industry's lag in technological adoption compared to global competitors could be attributed to an imbalanced innovation focus and a restrictive business context. It suggests that firms should address their technological and contextual needs separately to effectively manage innovation. The findings also stress that incremental improvements alone, are unlikely to enable a catch-up up with global leaders. Instead, radical interventions are necessary to shift the current trajectory toward one that prioritises productivity to achieve social objectives, enabling a plausible catch up.