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Digital transformation in South African consumer packaged goods companies

Technology-driven consumer expectations and increasing market competition are compelling Consumer Packaged Goods (CPG) companies to integrate digital technologies into their processes and systems to remain competitive and thrive in the market. However, little is known about how digital technologies...

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Main Author: Ngaleka, Tshepo
Other Authors: Kabinga, Mundia
Format: Thesis
Language:English
English
Published: Graduate School of Business (GSB) 2026
Subjects:
Digital Transformation
Consumer Packaged Goods
South Africa
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access_status_str Open Access
author Ngaleka, Tshepo
author2 Kabinga, Mundia
author_browse Kabinga, Mundia
Ngaleka, Tshepo
author_facet Kabinga, Mundia
Ngaleka, Tshepo
author_sort Ngaleka, Tshepo
collection Thesis
description Technology-driven consumer expectations and increasing market competition are compelling Consumer Packaged Goods (CPG) companies to integrate digital technologies into their processes and systems to remain competitive and thrive in the market. However, little is known about how digital technologies affects job losses, employee interactions, organizational strategies and digital transformation strategies in South African CPG companies. This study addresses these gaps by exploring three research questions using the theoretical frameworks, namely Resource Based View, Dynamic Capabilities View and Digital Business Ecosystem to understand the intricacies of digital transformation in the CPG industry in South Africa. The study employed a qualitative research approach and semi-structured interviews were used to obtain data from 20 industry professionals. The main findings showed that digital transformation changed employee roles and responsibilities over time, creating opportunities and challenges. It was also established that the adoption of digital transformation varied as some organizations employed inclusive practices that fostered cooperation and innovation, while others focused on efficiency and increasing productivity. Regardless of the approach, it was evident that excellent leadership based on communication and transparency was found as a crucial feature for successful digital transformation initiatives undertaken by these companies as it boosted employee morale and increased commitment to these initiatives.
format Thesis
id oai:open.uct.ac.za:11427/42540
institution University of Cape Town (South Africa)
language English
eng
last_indexed 2026-06-10T12:32:45.765Z
license_str Not specified — see source repository
provenance_str_mv Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository
publishDate 2026
publishDateRange 2026
publishDateSort 2026
publisher Graduate School of Business (GSB)
publisherStr Graduate School of Business (GSB)
record_format dspace
source_str UCTD — University of Cape Town Open Access Repository
spelling oai:open.uct.ac.za:11427/42540 Digital transformation in South African consumer packaged goods companies Ngaleka, Tshepo Kabinga, Mundia Digital Transformation Consumer Packaged Goods South Africa Technology-driven consumer expectations and increasing market competition are compelling Consumer Packaged Goods (CPG) companies to integrate digital technologies into their processes and systems to remain competitive and thrive in the market. However, little is known about how digital technologies affects job losses, employee interactions, organizational strategies and digital transformation strategies in South African CPG companies. This study addresses these gaps by exploring three research questions using the theoretical frameworks, namely Resource Based View, Dynamic Capabilities View and Digital Business Ecosystem to understand the intricacies of digital transformation in the CPG industry in South Africa. The study employed a qualitative research approach and semi-structured interviews were used to obtain data from 20 industry professionals. The main findings showed that digital transformation changed employee roles and responsibilities over time, creating opportunities and challenges. It was also established that the adoption of digital transformation varied as some organizations employed inclusive practices that fostered cooperation and innovation, while others focused on efficiency and increasing productivity. Regardless of the approach, it was evident that excellent leadership based on communication and transparency was found as a crucial feature for successful digital transformation initiatives undertaken by these companies as it boosted employee morale and increased commitment to these initiatives. 2026-01-13T07:12:19Z 2026-01-13T07:12:19Z 2025 2026-01-12T09:11:43Z Thesis / Dissertation Masters MPhil http://hdl.handle.net/11427/42540 en eng application/pdf Graduate School of Business (GSB) Faculty of Commerce University of Cape Town
spellingShingle Digital Transformation
Consumer Packaged Goods
South Africa
Ngaleka, Tshepo
Digital transformation in South African consumer packaged goods companies
thesis_degree_str Master's
title Digital transformation in South African consumer packaged goods companies
title_full Digital transformation in South African consumer packaged goods companies
title_fullStr Digital transformation in South African consumer packaged goods companies
title_full_unstemmed Digital transformation in South African consumer packaged goods companies
title_short Digital transformation in South African consumer packaged goods companies
title_sort digital transformation in south african consumer packaged goods companies
topic Digital Transformation
Consumer Packaged Goods
South Africa
url http://hdl.handle.net/11427/42540
work_keys_str_mv AT ngalekatshepo digitaltransformationinsouthafricanconsumerpackagedgoodscompanies

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