The brand image and performance of small and medium enterprises: How can social responsibility activities help?

Rootman, Chantal; Zeka, Bomikazi

doi:10.4102/ac.v13i1.171

Cited by 2 publications

(1 citation statement)

References 15 publications

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“…A thorough review of the literature on corporate/business social responsibility in South Africa (Jeppesen et al 2012;Turyakira et al 2012;and Rootman and Zeka, 2013) revealed that no study has empirically investigated the attitude, practice and barriers to BSR by micro enterprises in a rural environment in South Africa.…”

Section: Introductionmentioning

confidence: 99%

An Investigation into the Business Social Responsibility of Micro Enterprises in South Africa

Ramasobana

Fatoki

2014

MJSS

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The purpose of this study was to examine the business social responsibility of micro enterprises in Mankweng, Limpopo Province, South Africa. The study had three objectives. (1) to investigate the attitudes of micro enterprises towards business social responsibility (2) to investigate the practice of business social responsibility by micro enterprises and (3) to analyse the barriers to the practice of business social responsibility by micro enterprises. Data was collected through the use of selfadministered questionnaires in a survey. Univariate statistics was used for data analysis. The results indicated that micro enterprises have a positive attitude towards business social responsibility. In addition, the results indicated that the majority of micro enterprises are weak in community and environmental responsibility. Cost and limited information are the major constraints to the practice of BSR by micro enterprises. Recommendations to improve the practice of business social responsibility by micro enterprises are suggested.

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Section: Introductionmentioning

confidence: 99%

An Investigation into the Business Social Responsibility of Micro Enterprises in South Africa

Ramasobana

Fatoki

2014

MJSS

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Using experiential marketing to leverage the small and medium-sized enterprises’ brand repositioning and revitalisation

Boniface

2018

The Southern African Journal of Entrepreneurship and Small Busi

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Background: It is easily discernible from theories that experiential marketing spawns frequent brand diagnosis, repositioning and revitalisation. However, the question as to how it can be used to leverage the repositioning and revitalisation of the usually struggling small and medium-sized enterprises (SMEs') products is an area that has not been explored in most of the contemporary studies on how to improve SMEs' market performance.Aim: This research explores how experiential marketing can be effectively utilised to facilitate the repositioning and revitalisation of the usually struggling SMEs' products. Setting:The study was based on the SMEs in the Gauteng and Western Cape provinces in South Africa. Method:The study used an inductive-exploratory-qualitative research paradigm to explore the opinions of 30 SMEs' marketing managers on the values and challenges of using experiential marketing to undertake relevant brand diagnosis, repositioning and revitalisation. It is through such analysis that the study aimed to discern how experiential marketing can be effectively used to facilitate the repositioning and revitalisation of the usually struggling SMEs' products.Results: However, most of the SMEs were only found to use experiential marketing to leverage not only their promotion and marketing capabilities, as well as sales and profitability maximisation, but also the minimisation of the costs of marketing. Such approach was found to limit SMEs' capabilities to proactively undertake brand diagnosis to identify the inhibitors of a brand's effective market performance that must be addressed to turn around the performance of their struggling products or business concepts. Conclusion:Considering that not much research has been conducted in this area, the study concludes with the experiential marketing framework that explicates how experiential marketing leverages brand diagnosis, repositioning and revitalisation.

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The brand image and performance of small and medium enterprises: How can social responsibility activities help?

Cited by 2 publications

References 15 publications

An Investigation into the Business Social Responsibility of Micro Enterprises in South Africa

An Investigation into the Business Social Responsibility of Micro Enterprises in South Africa

Using experiential marketing to leverage the small and medium-sized enterprises’ brand repositioning and revitalisation

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