Contrasting partnerships within the low income and traditional markets

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dc.contributor.advisor Ismail, Tashmia
dc.contributor.postgraduate Burdock, Andrew
dc.date.accessioned 2015-03-31T11:58:34Z
dc.date.available 2015-03-31T11:58:34Z
dc.date.created 2015-02-24
dc.date.issued 2014 en_ZA
dc.description Dissertation (MBA)--University of Pretoria, 2014. en_ZA
dc.description.abstract 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. en_ZA
dc.description.availability Unrestricted en_ZA
dc.description.department Gordon Institute of Business Science (GIBS) en
dc.description.librarian zkgibs2015 en_ZA
dc.identifier.citation 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 en_ZA
dc.identifier.uri http://hdl.handle.net/2263/44222
dc.language.iso en en_ZA
dc.publisher University of Pretoria en_ZA
dc.rights © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. en_ZA
dc.subject UCTD
dc.subject Low-income consumers en_ZA
dc.subject Poor--Developing countries en_ZA
dc.subject Qualitative research en_ZA
dc.title Contrasting partnerships within the low income and traditional markets en_ZA
dc.type Mini Dissertation en_ZA


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