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Contrasting partnerships within the low income and traditional markets
Dissertation (MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613502219223040 |
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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 | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/44222 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:10.039Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| 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:2263/44222 Contrasting partnerships within the low income and traditional markets Ismail, Tashmia ichelp@gibs.co.za Burdock, Andrew UCTD Low-income consumers Poor--Developing countries Qualitative research Dissertation (MBA)--University of Pretoria, 2014. This research compares partners required to be competitive in the low income market to the partner network of the more traditional upper income market in South Africa. The research examines the non-traditional partnerships engaged by firms which include local communities, government and NGO’s. It further looks at the broader alliances formed by firms competing in the low income market compared to the traditional market and lastly investigates institutional voids and their effect in the respective markets. The research is exploratory in nature and considers the perceptions of managers in eight companies through the use of semi-structured interviews. 14 managers were interviewed across the 6 industries selected. Insights were gained through the use of a semi structured interview guide. The research indicates that non-traditional partnerships do take place in both the low income and traditional markets but for different reasons, with the low income market focusing on these partnerships to access the consumer. It was further apparent from the interviews that those competing in the low income market tend to partner more with other firms operating in the market but in different industries, whilst the traditional market managers tend to partner more with smaller business set up to fulfil the needs of the larger firm. The research further indicates that institutional voids may present an area to develop first mover advantage by locking down successful partnerships before competitors do. zkgibs2015 Gordon Institute of Business Science (GIBS) Unrestricted 2015-03-31T11:58:34Z 2015-03-31T11:58:34Z 2015-02-24 2014 Mini Dissertation Burdock, A. (2014). Contrasting partnerships within the low income and traditional markets (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818 http://hdl.handle.net/2263/44222 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Low-income consumers Poor--Developing countries Qualitative research Contrasting partnerships within the low income and traditional markets |
| title | Contrasting partnerships within the low income and traditional markets |
| title_full | Contrasting partnerships within the low income and traditional markets |
| title_fullStr | Contrasting partnerships within the low income and traditional markets |
| title_full_unstemmed | Contrasting partnerships within the low income and traditional markets |
| title_short | Contrasting partnerships within the low income and traditional markets |
| title_sort | contrasting partnerships within the low income and traditional markets |
| topic | UCTD Low-income consumers Poor--Developing countries Qualitative research |
| url | http://hdl.handle.net/2263/44222 |