An investigation into how marketers cope with an environment of high complexity and turbulence, with special reference to the South African environment
- Authors: Mason, Roger Bruce
- Date: 2004
- Subjects: Marketing -- South Africa , Success in business -- South Africa , Industrial management -- South Africa , Organizational change -- South Africa , Chaotic behavior in systems , Complexity (Philosophy)
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:752 , http://hdl.handle.net/10962/d1003873 , Marketing -- South Africa , Success in business -- South Africa , Industrial management -- South Africa , Organizational change -- South Africa , Chaotic behavior in systems , Complexity (Philosophy)
- Description: This study investigated relationships between marketing success, the level of external environmental complexity and turbulence, and marketing mix tactics. The literature suggested that more successful companies in simple and stable environments use stabilising marketing tactics, while more successful companies in complex and turbulent environments use destabilising tactics, regardless of industry habits, management preferences or market sector. A marketing mix model for the different environments was developed using a chaos and complexity theory perspective. The study was exploratory, using a qualitative, case study technique. Data was collected via depth interviews and document analysis from four companies in the information technology (IT) and packaging industries. These industries were identified as, respectively, the most complex and turbulent, and the simplest and most stable, South African environments. Two companies from each industry were chosen to reflect more successful and less successful companies. The more successful company in the complex/turbulent environment was found to use destabilising tactics, as did the more successful company in the simple/stable environment. Therefore, contrary to expectations, it appears that destabilising tactics contribute more to success than stabilising tactics do, regardless of the environment. It was also found, contrary to expectations, that stabilising tactics were used by both the less successful companies. The research concluded that destabilising tactics are related to more success and stabilising tactics to less success. The lack of clear differentiation between the two industries may be because the whole South African environment is complex and turbulent, because the packaging industry is not sufficiently simple and stable to differentiate it from the IT industry or because packaging industry managers perceive their industry to be complex and turbulent and act accordingly. Despite these uncertainties, the research showed the marketing mix model to be reasonably accurate for the complex/turbulent environment, and therefore of potential value to South African companies. To overcome the equivocal findings, further research is recommended in different industries, in countries with different levels of complexity and turbulence and into specific marketing mix tactics. Research into managers’ perceptions of environmental complexity and turbulence and into co-evolution of marketing tactics and external environments would also be of value.
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- Date Issued: 2004
An exploration of functional and numerical flexibility in South African organisations: a qualitative study in two textile factories in Cape Town
- Authors: Sela, Ronit
- Date: 2002
- Subjects: Business enterprises -- South Africa -- Case studies , Industrial management -- South Africa
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:3347 , http://hdl.handle.net/10962/d1006149 , Business enterprises -- South Africa -- Case studies , Industrial management -- South Africa
- Description: During this research, an attempt was made to gain an understanding of management and their employees' perceptions regarding functional and numerical flexibility practices within South African organisations. To achieve this, twenty-six people, comprising of a variability of positions within the organisation, were interviewed in the region of the Western Cape. It was found that, although extensive research on the two forms of flexibility have been globally conducted, South African literature, particularly on the part of numerical flexibility, is limited. It is thus believed that this study will present a valuable basis to pursue in further research. Literature that was consulted was found to be supportive of the theoretical notion that South African organisations, in order to be globally competitive, have had to restructure and redefine themselves by ensuring that they make the most efficient and effective use of their human resources. The study found that whilst functional flexibility practices benefit employees in that they experienced increased job satisfaction and job mobility, it was the area of numerical flexibility which raised many dissatisfactions, including those of immense job insecurity and remuneration, both financial and otherwise. The study findings suggest a need for a more comprehensive and employee integrated approach by combining organisational with individual oriented initiatives, and ensuring the trade union's involvement in all facets of functional and numerical flexibility initiatives. The thesis ends with recommendations of various strategies for addressing the concerns of management, employees and the trade union in order to ensure full and proper utilisation of human resources so that the end product, namely job satisfaction, leads to organisational success.
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- Date Issued: 2002