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Competing in low-income markets using dynamic and adaptive market sensing capabilities
Dissertation (MBA)--University of Pretoria, 2013.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2014
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| _version_ | 1867613473402257408 |
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| access_status_str | Open Access |
| author2 | Ismail, Tashmia |
| author_browse | Ismail, Tashmia |
| author_facet | Ismail, Tashmia |
| collection | Thesis |
| dc_rights_str_mv | © 2013 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, 2013. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/41892 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:42.450Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| 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:2263/41892 Competing in low-income markets using dynamic and adaptive market sensing capabilities Ismail, Tashmia ichelp@gibs.co.za Bailey, Cameron UCTD Low-income consumers Marketing -- Management Dissertation (MBA)--University of Pretoria, 2013. Firms targeting high-income consumers are finding their markets becoming increasingly saturated and this has caused a shift in focus to the extensive base of low-income consumers. The opportunity and wealth that is present in the low-income segment has been iterated in numerous instances, yet the challenges to compete in this market are plentiful. To better understand the low-income market and their needs, firms need to develop strong market sensing capabilities that allow them to interpret and develop insights into this market. This report seeks to better understand the adaptive and dynamic nature of these market sensing capabilities and how firms are using these to compete in low-income markets. A qualitative design was followed where 12 senior managers from 11 firms competing in the South African low-income market were interviewed. This was facilitated by a semi-structured in-depth interview method. An inductive and deductive analysis approach was used to interpret the findings against existing models, as well as to discover new themes emerging from the data. The findings included three key themes: the use of mixed method market sensing practices to adapt to the market; improving the capability through continuous sensing, responding and learning; and influencing success by creating an adaptive internal environment. Based on these findings, a framework for competing in low-income markets using market sensing capabilities was constructed. zkgibs2014 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2014-09-02T12:55:06Z 2014-09-02T12:55:06Z 2014-04-30 2013 Mini Dissertation Bailey, C 2013, Competing in low-income markets using dynamic and adaptive market sensing capabilities, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/41892> http://hdl.handle.net/2263/41892 en © 2013 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 Low-income consumers Marketing -- Management Competing in low-income markets using dynamic and adaptive market sensing capabilities |
| title | Competing in low-income markets using dynamic and adaptive market sensing capabilities |
| title_full | Competing in low-income markets using dynamic and adaptive market sensing capabilities |
| title_fullStr | Competing in low-income markets using dynamic and adaptive market sensing capabilities |
| title_full_unstemmed | Competing in low-income markets using dynamic and adaptive market sensing capabilities |
| title_short | Competing in low-income markets using dynamic and adaptive market sensing capabilities |
| title_sort | competing in low income markets using dynamic and adaptive market sensing capabilities |
| topic | UCTD Low-income consumers Marketing -- Management |
| url | http://hdl.handle.net/2263/41892 |