Cant and Ligthelm (2003)

Previous research estimates that 8 out of 10 small and medium enterprises (SMEs) do not operate for more three years (Mason 2015). According to OECD ([sa]), the major problems encountered by SMEs relate to financing and regulatory burdens. However, with information technology, SMEs are able to narrow the information gap, which leads to improved strategies and decision making (OECD [sa]). In today’s competitive world, information communication technology (ICT) is recognized as a crucial success factor for SMEs. ICT refers to the accessing and communication of information using various technologies such as the internet, wireless networks and cellphones (TechTerms 2010). This research study investigates SMEs’ perception of the barriers in adopting ICT in the South African context. The objective of this paper is to determine ICT adoption and the perceived barriers associated with it among South African SMEs. A review of ICT within an SME context is examined. Through judgement sampling, a questionnaire was distributed to gather the responses of 90 SMEs. The most important barriers that were highlighted by the results of the study are the high cost of ICT systems as well as the lack of knowledge to maintain and use ICT. The challenge is to ensure that South African SMEs continue to increase the adoption of ICT. It is envisaged that by determining the barriers they face and providing recommendations as to how they can overcome these barriers, this research will assist SMEs to become more successful, as they play a vital role in the South African economy.

Traditionally, marketing was about delivering the right product to the consumer at the right place and set at the right price. In recent years, experiential marketing has increased in popularity among companies that aim at delivering holistic experiences to be enjoyed by their consumers. With the technology explosion and the level of development the past number of years, marketers have become more and more focussed on different ways and methods to reach consumers. The use of experiential marketing as a means of getting consumer buy-in and attention is gaining in momentum - with Apple leading the way. This study made use of a mixed-method approach to determine the relationship between experiential marketing and brand advocacy through brand loyalty. Qualitative research was utilised to deduce themes for brand advocacy for Apple, which was incorporated into the quantitative research in the form of a web-based questionnaire completed by consumers of Apple products. Apple consumers found the experiential marketing efforts by Apple to have an influence on their feeling of loyalty toward the brand. As that feeling of loyalty increased, these consumers displayed a high tendency toward becoming brand advocates for Apple.

ABSTRACT

Small and medium enterprises (SMEs) play a vital role in all economies around the world, they are responsible for creating of jobs, alleviating of poverty, contributing to innovation and to the gross domestic product of a country. However, many of these businesses face challenges and often fail within a short period of time. The success of small businesses is not only having products and a market to sell them to but also effective marketing of these products to the targeted market. A vast array of studies have investigated SME marketing tool usage however few have looked to SMEs in emerging economies and specifically to the traditional marketing tools such firms employ. Therefore the focus of this study was to describe the usage of traditional marketing tools employed by SMEs from a South African perspective. This study followed a quantitative research methodology whereby a self-administered questionnaire was distributed to SME owners within the Gauteng province of South Africa. Results obtained from this research indicate that SME owners mostly make use of print media while broadcast media is used selectively. Results obtained within this study will be of value universally to SME owners as it can be seen that all SMEs irrespective of geographic location face similar challenges