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The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective
Mini Dissertation (MBA)--University of Pretoria, 2022.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2023
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| _version_ | 1867613544496758784 |
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| access_status_str | Open Access |
| author2 | Erasmus, Alet |
| author_browse | Erasmus, Alet |
| author_facet | Erasmus, Alet |
| collection | Thesis |
| dc_rights_str_mv | © 2023 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, 2022. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/90899 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:50.174Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| 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:2263/90899 The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective Erasmus, Alet ichelp@gibs.co.za Maharaj, Rashree UCTD Mini Dissertation (MBA)--University of Pretoria, 2022. In recent decades, purpose has remained one of the most prominent subjects in business sciences. Despite this, the evolution of purpose-driven and its underlying conceptual framework remains opaque and unavailable to guide companies in their strategic interventions. Using data from a sample of 266 employees in the FMCG industry in South Africa, this study examined the relevance of a purpose-driven strategy and the key enablers to sustain long-term customer loyalty and optimal financial performance. Significant positive relationships between these core business concepts were discovered. At a time when social and environmental consciousness around capitalism is emphasised, companies must advance this agenda with all stakeholders. This is evident in the data; employees are drawn to a greater purpose, ethical leadership, and a meaningful corporate culture. This study formalises the significance of a purpose-driven strategy and demonstrates how achieving this correlates to customer loyalty, financial growth, and financial consistency. In this quantitative analysis, critical enablers that might serve as a roadmap for companies are identified. Furthermore, financial growth potential and financial consistency can be achieved through the optimisation of financial performance and a strong association exists with a purpose-driven strategy and customer loyalty. Finally, this study provides empirical evidence which supports the relationships between purpose-driven strategy, customer loyalty, and financial performance. pt23 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2023-05-28T16:59:47Z 2023-05-28T16:59:47Z 19-04-2023 2022 Mini Dissertation * A2023 http://hdl.handle.net/2263/90899 en © 2023 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 The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective |
| title | The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective |
| title_full | The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective |
| title_fullStr | The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective |
| title_full_unstemmed | The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective |
| title_short | The relevance of a Purpose-Driven Strategy in enabling FMCG companies to sustain long-term Customer loyalty and optimal Financial Performance : a South African perspective |
| title_sort | relevance of a purpose driven strategy in enabling fmcg companies to sustain long term customer loyalty and optimal financial performance a south african perspective |
| topic | UCTD |
| url | http://hdl.handle.net/2263/90899 |