An evaluation of corporate entrepreneurial environments at broadcasting companies in South Africa

Abstract

Background: Traditionally, the broadcasting sector is a fast paced, competitive industry with consistently changing technologies. The change is opening a gap for the sector to strengthen its initiatives relating to innovation and pro-activity within their strategic approaches. Sustainability and performance for Broadcasting Companies going forward will thus be dependent on their entrepreneurial orientation. Aim: The aim of this study is to explore if an internal environment conducive to entrepreneurial activity exists within the broadcasting industry of South Africa by analysing the dimensions of corporate entrepreneurial orientation in relation to betyour-company organisational culture and employee rewarding. Methodology: An exploratory study consisting of descriptive and analytic components was used to collect data from employees of six Broadcasting Companies. The participants were analysed in terms of the relationship between elements of a corporate entrepreneurial orientation (innovation, pro-activeness and risk taking) and a bet-your-company organisational culture and the relationship between elements of a corporate entrepreneurial orientation (innovation, proactiveness and risk taking) and employee rewarding at the broadcasting companies included in the study by means of a structured questionnaire. Data analysis included descriptive statistics and an ordinal regression analysis. Ethical approval to conduct the study was granted by the Faculty Ethics Committee of the Wits Business School. Permission from ATTV, Eclipse TV, Massive Metro, Touch HD, Trace TV and Power FM to conduct the study was granted by the Management of the respective Companies. Results: A total of forty-nine broadcasting industry employees participated in the study. Majority of the respondents were in the 25-35 year age category (n=27, 55%) Innovation was found to be positively correlated to pro-activeness and organizational culture, while pro-activeness also has a positive correlation with risk and organisational culture; likewise with the correlation between risk and organisational culture and pro-activeness. Two ordinal regression models were evaluated to test: H1: There is a positive relationship between elements of a corporate entrepreneurial orientation (innovation, pro-activeness and risk taking) and the bet-your-company organisational culture of broadcasting companies in South Africa; and H2: There is a positive relationship between elements of a corporate entrepreneurial orientation (innovation, pro-activeness and risk taking) and employee rewarding within broadcasting companies in South Africa. Conclusion: The study demonstrated the positive correlation exits between organizational culture with innovation, pro-activeness and risk taking. However, only risk taking was demonstrated to be statistically significant in the ordinal regression model (OR, 95% CI). There is thus a need to establish CEO within the broadcasting industry so that it may be an environment that sustains and attracts employees who are entrepreneurial in nature