Contrasting partnerships within the low income and traditional markets

dc.contributor.advisorIsmail, Tashmia
dc.contributor.emailichelp@gibs.co.zaen_ZA
dc.contributor.postgraduateBurdock, Andrew
dc.date.accessioned2015-03-31T11:58:34Z
dc.date.available2015-03-31T11:58:34Z
dc.date.created2015-02-24
dc.date.issued2014en_ZA
dc.descriptionDissertation (MBA)--University of Pretoria, 2014.en_ZA
dc.description.abstractThis 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.availabilityUnrestricteden_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.description.librarianzkgibs2015en_ZA
dc.identifier.citationBurdock, 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/2263/1818en_ZA
dc.identifier.urihttp://hdl.handle.net/2263/44222
dc.language.isoenen_ZA
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria.en_ZA
dc.subjectUCTD
dc.subjectLow-income consumersen_ZA
dc.subjectPoor--Developing countriesen_ZA
dc.subjectQualitative researchen_ZA
dc.titleContrasting partnerships within the low income and traditional marketsen_ZA
dc.typeMini Dissertationen_ZA

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