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Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613710385676288 |
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| access_status_str | Open Access |
| author2 | Barnes, Justin |
| author_browse | Barnes, Justin |
| author_facet | Barnes, Justin |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/103040 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:28.124Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/103040 Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing Barnes, Justin ichelp@gibs.co.za Dawood, Shiraz UCTD Sustainable Development Goals (SDGs) Competitive Advantage Engagement Gamification Manufacturing South Africa Mini Dissertation (MBA)--University of Pretoria, 2024. Gamification, defined as the application of game design principles in non-game contexts, has gained increasing attention as a strategy for enhancing workforce engagement, motivation, and performance. While widely studied in sectors such as education, marketing, and human resource management, its application in manufacturing, particularly in South Africa, remains underexplored. Given the ongoing challenges within the South African manufacturing sector, ranging from declining productivity and skills shortages to disengaged workforces, this study investigates the potential of gamification as a strategic tool for competitive advantage, through the insights of business leaders. Using an exploratory qualitative research approach, this study examines leadership perceptions of gamification in South African manufacturing firms. Findings reveal that while gamification is recognised for its potential benefits, its adoption remains inconsistent, often limited to experimental or short-term initiatives rather than being fully embedded into business strategy. Key barriers include leadership uncertainty, cultural resistance, and misalignment with organisational priorities. However, findings suggest that successful gamification implementations are driven by strong leadership support, strategic alignment with business objectives, and an organisational culture that fosters engagement , ultimately enhancing workforce motivation and contributing to competitive advantage. The study aligns with existing literature that highlights gamification’s potential to improve motivation and engagement, but also challenges the assumption that adoption naturally progresses over time. Participants reflect a South African manufacturing sector that continue to treat gamification as an isolated experiment, lacking strategic alignment. This research contributes to the academic dialogue by contextualising gamification within the South African manufacturing sector, bridging the gap between theory and practice, and offering practical recommendations for overcoming adoption barriers. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-12: Responsible consumption and production SDG-09: Industry, innovation and infrastructure SDG-08: Decent work and economic growth 2025-06-30T07:02:51Z 2025-06-30T07:02:51Z 2025-09 2025-03-04 Mini Dissertation * A2025 http://hdl.handle.net/2263/103040 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Sustainable Development Goals (SDGs) Competitive Advantage Engagement Gamification Manufacturing South Africa Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing |
| title | Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing |
| title_full | Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing |
| title_fullStr | Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing |
| title_full_unstemmed | Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing |
| title_short | Leveraging gamification for competitive advantage: An exploratory study in South African manufacturing |
| title_sort | leveraging gamification for competitive advantage an exploratory study in south african manufacturing |
| topic | UCTD Sustainable Development Goals (SDGs) Competitive Advantage Engagement Gamification Manufacturing South Africa |
| url | http://hdl.handle.net/2263/103040 |