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Challenges faced by South African companies when serving low-income markets : a market orientation perspective
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613626599211008 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2009 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 | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/24397 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:08.341Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| 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:2263/24397 Challenges faced by South African companies when serving low-income markets : a market orientation perspective Kleyn, Nicola upetd@up.ac.za Mokoto, Mogomotsi Kele UCTD Economic conditions Qualitative research Dissertation (MBA)--University of Pretoria, 2010. The purpose of this research was to enrich our understanding of why large organisations have not performed in low-income markets relative to middle- to high-income markets through an understanding of their market orientation in these markets. The research sought to establish whether an organisation can have more than one instance of market orientation in its chosen markets. The literature asserts that the bottom-of-the-pyramid approach to earning corporate profits has gained considerable attention and has awakened managers to the potential of serving an underserved market and alleviating the level of global poverty while still earning a profit (Pitta et al. 2008). South African companies have heeded the call to play a role and have targeted low-income markets, but, disappointingly, have achieved limited success. Contrary to the situation in relation to low-income markets, South African firms serving middle- to high-income markets have achieved market success through effective business models and orientation towards their markets. The qualitative study showed that an organisation indeed can have more than one instance of market orientation, as managers responsible for low-income markets experience challenges across all market orientation activities, relative to their middle- to high-income market counterparts. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T17:25:53Z 2010-07-07 2013-09-06T17:25:53Z 2010-04-11 2010-07-07 2010-05-06 Dissertation Mokoto, MK 2009, Challenges faced by South African companies when serving low-income markets : a market orientation perspective, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/24397 > G10/343/ag http://hdl.handle.net/2263/24397 http://upetd.up.ac.za/thesis/available/etd-05062010-141141/ © 2009 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 Economic conditions Qualitative research Challenges faced by South African companies when serving low-income markets : a market orientation perspective |
| title | Challenges faced by South African companies when serving low-income markets : a market orientation perspective |
| title_full | Challenges faced by South African companies when serving low-income markets : a market orientation perspective |
| title_fullStr | Challenges faced by South African companies when serving low-income markets : a market orientation perspective |
| title_full_unstemmed | Challenges faced by South African companies when serving low-income markets : a market orientation perspective |
| title_short | Challenges faced by South African companies when serving low-income markets : a market orientation perspective |
| title_sort | challenges faced by south african companies when serving low income markets a market orientation perspective |
| topic | UCTD Economic conditions Qualitative research |
| url | http://hdl.handle.net/2263/24397 http://upetd.up.ac.za/thesis/available/etd-05062010-141141/ |