Research Articles (Gordon Institute of Business Science (GIBS))

Permanent URI for this collectionhttp://hdl.handle.net/2263/51279

The University of Pretoria’s Gordon Institute of Business Science (GIBS) is a leading business school in the heart of Illovo, Johannesburg, close to the Sandton business hub. Academic programmes as well as a wide range of executive courses are availble and can be custom-designed to suit specific company needs.

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The evolution of athlete branding : a bibliometric analysis
Golmohammadi, Hamed; Hasaan, Ali; Berndt, Adele; Fişne, Mücahit (Sage, 2025)
Athlete branding has become an increasingly important topic in sports management and marketing, particularly in the digital era. This study provides a comprehensive bibliometric analysis of athlete branding research from 2000 to 2024 to map the field's key developments and trends. Using performance analysis and science mapping, this study examined related scholarly publications and identified prolific authors, influential journals, and dominant themes. This study highlights the evolving nature of athlete branding and offers future research directions at the intersection of sports, business, and digital media. Specific research opportunities linked to these themes have been identified in the literature, and this study also suggests location, contextual, and methodological research. This review offers a deeper understanding of actionable research opportunities for both scholars and practitioners in the field.
Religious social capital and entrepreneurial opportunity exploitation of Indian Muslim youth entrepreneurs in South Africa
Kaka, Fatima; Scheepers, Caren Brenda; Mamabolo, Anastacia (Inderscience, 2025-06)
The rate of entrepreneurial activity among South Africa's youth, a group aged 18 to 35 years, is low. The role of religion in promoting entrepreneurship among South Africa's youth remains relatively under-researched, despite the importance of religious social capital as a contributor to entrepreneurial success. We explore how entrepreneurs rely on their religious social capital to exploit entrepreneurial opportunities. The narrative qualitative study was conducted in the context of the Indian Muslim community within South Africa. The data gathered from 12 Indian Muslim entrepreneurs showed that their social capital influences their pursuit of meaning when engaging in business activities. Pursuing meaning influences how they construct and access networks, resources, and trust-modulated or regulated business transactions. These elements of pursuit of purpose and meaning, resources, networks, and trust-modulated activities influenced by their religious social capital, contribute towards business development by providing opportunities for expansion and access to customers.
How to shape internationalization : footprint configurations of knowledge-intensive service firms
Salvoldi, Rany; Brock, David M. (Elsevier, 2026-02)
In today’s increasingly complex and globalized business landscape, knowledge-intensive service (KIS) firms face both opportunities and challenges—particularly in determining the optimal geographic scope of their internationalization strategies. Existing literature offers two contrasting narratives: one underscores the difficulties posed by KIS-specific characteristics such as knowledge intangibility and institutional embeddedness; the other highlights the advantages of expanding global reach. To reconcile these views, we adopt a configurational approach to examine how international footprints can be structured to enhance firm evaluation. Drawing on a categorization lens, we analyze how two key dimensions of international footprint—extent and dispersion—interact with firm-level contingencies to influence evaluation outcomes. Based on a configurational analysis of 50 European law firms, we identify multiple equifinal configurations of internationalization associated with superior evaluation. These configurations range from minimal to extensive international presence, and from regional concentration to broad geographic dispersion. Notably, our findings emphasize international dispersion as a critical factor in achieving favorable evaluations. This study contributes to a more nuanced understanding of KIS internationalization and informs ongoing debates about the optimal scale and spatial reach of global expansion strategies for KIS firms. HIGHLIGHTS • Today’s increasingly knowledge intensive and globalizing business environment creates both opportunities and challenges to knowledge-intensive service (KIS) firms. An important set of opportunities and challenges concern the “where?” of international locations. • Drawing on configurational and categorical thinking, we explore how different combinations of international extent and dispersion affect KIS firm evaluation. • Our theoretical puzzle broaches two contrasting narratives in prior literature: one emphasizing constraints due to KIS-specific traits like knowledge intangibility and institutional embeddedness; and the other highlighting benefits of KIS firms expanding global reach. And our study bridges these perspectives. • We analyze European law firms using fuzzy-set Qualitative Comparative Analysis. Findings reveal that firm evaluation is not dependent on the extent of international presence alone. Rather, firms that operate across diverse markets—even with limited host countries—can derive knowledge creation benefits and higher evaluation. • Our findings include international footprint patterns both with and without high international extent, and reveal that evaluation is high when international footprint is dispersed to diverse markets, even when internationalization extent is limited. Especially influential is institutional dispersion—engaging with a range of institutional contexts. This research contributes to a more nuanced understanding of how KIS firms can strategically structure their international footprints to maximize evaluation.
Exploring the green purchase intention-behavior gap among South African millennials using an expanded planned behavior model
Mabaso, Boitumelo; Osakwe, Christian Nedu; Jibril, Abdul Bashiru (Taylor and Francis, 2025-08-01)
This study investigates the determinants of green purchase behaviour among South African millennials, drawing on a sample of 189 respondents to elucidate the most salient antecedents that drive green consumption within this demographic. Anchored in an extended Theory of Planned Behavior (TPB), the research incorporates environmental concern and personal norms as additional predictors of favourable attitudes toward green products, while also assessing whether willingness to pay a premium and perceived consumer effectiveness moderate the intention-behaviour relationship. Employing partial least squares factor-based structural equation modeling (PLSF-SEM), the analysis reveals that both environmental concern and personal norms exert a significant positive influence on consumers’ attitudes, which, in turn, emerge as robust predictors of green purchase intention. Furthermore, intention was found to significantly predict actual green purchase behaviour. Contrary to expectations, subjective norms did not exert a meaningful effect on green purchase intentions, and the hypothesised moderating roles of willingness to pay and perceived consumer effectiveness were not empirically supported. These findings contribute to the growing discourse on green consumption in particular and eco-conscious behavior in general by highlighting the primacy of internalized values and attitudes over social influence or economic considerations in shaping green/eco-conscious behaviours among millennial consumers in emerging markets.
"Managing less influence with a better understanding : the benefit for low-income countries of understanding distance as a field
Mahomva, Blessing; Barnard, Helena (Emerald, 2025-05)
PURPOSE : In international business research, distance connotes unfamiliarity and misunderstanding. This paper aims to theorize the distance between low-income and higher-income countries, taking as point of departure that low-income countries are generally unimportant business partners of high-income countries, but dependent on the goods, services and markets of many of them. DESIGN/METHODOLOGY/APPROACH : Because low-income countries are dependent upon higher income countries, they have a greater incentive to understand high-income countries than the reverse. Higher income countries not only know little about low-income countries, but among themselves also have varied and often competing interests and concerns. This changes how low-income countries, actors with little influence, make sense of distance. The authors use literature on psychic distance and institutional fields to develop this argument. FINDINGS : Rather than managing a series of dyadic distances, low-income countries seek to situate themselves optimally vis-à-vis the range of higher income countries with which they interact. By developing a holistic view of the entire transnational institutional field, they can better navigate and strategically position themselves amongst the more influential high-income countries. RESEARCH LIMITATIONS/IMPLICATIONS : This work is conceptual, and the authors recommend future research to empirically test their propositions. SOCIAL IMPLICATIONS : This work explains why low-income countries do not necessarily seek aligned interests among higher income counterparts. ORIGINALITY/VALUE : Distance is rarely researched from the perspective of low-income countries. Building on the psychic distance literature, the authors argue that low-income countries have asymmetrically greater motivation and opportunities to overcome distance. This understanding of distance represents a resource for them in conducting business internationally.
Revolutionising autonomous vehicles : inspiring consumers in the age of Industry 4.0 technologies
McLeay, Fraser; Olya, Hesam; Lichy, Jessica; Pandit, Ameet (Routledge, 2025)
Advances in AI and Industry 4.0 technologies are reshaping society, yet consumer resistance to innovations like autonomous vehicles (AVs) remains significant. Despite the proven benefits of fully autonomous vehicles, adoption lags. This study addresses gaps in AV adoption research by developing a sequential theoretical framework to explore the psychological relationships between AV stressors, benefits, trust, adoption difficulty, and consumer resistance. Grounded in trust, JTBD theory, and inspiration theories, the model was tested on 671 consumers in Australia and the USA, revealing that trust and inspiration play a crucial role in reducing resistance. Notably, inspired consumers exhibit lower resistance, suggesting a focus on AV benefits to foster inspiration and facilitate adoption. The study’s findings have practical implications for promoting AV adoption, highlighting the pivotal role of trust and inspiration in reducing consumer resistance. Marketers and policymakers can benefit from this research by designing strategies that inspire consumers and ease adoption barriers.
Conscientious corporate brands : the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility
Abratt, Russell; Quaye, Emmanuel Silva; Kleyn, Nicola Susan (Palgrave Macmillan, 2025-09)
The Conscientious corporate brand (CCB) is a nascent concept whose importance has grown in recent years due to stakeholder demands for organisations to address environmental and social changes as well as to display ethical behaviour in business dealings. Amidst calls for the identification and validation of the antecedents and mediators of CCBs, the purpose of this paper is to establish the role organisational purpose, ethical organisational culture, CSR and brand authenticity plays in shaping stakeholder perceptions of a CCB. Two studies were conducted, using samples obtained from Prolific. In study 1, the results show that organisational purpose is a powerful concept that positively influences the perception of a strong CCB by stakeholders, and that organisational culture moderates the relationship between organisational purpose and brand authenticity. In study 2, our results show that brand authenticity mediates the link between organisational purpose and stakeholder perceptions of a CCB and our findings also suggest that corporate brands with a strong organisational purpose are more likely to be perceived by stakeholders to be a CCB. The theoretical and managerial implications of these findings are discussed, and recommendations for future research are suggested.
The determinants of student loan repayment worry
Magwegwe, Frank Mashoko (Wiley, 2025-06)
Millions of student loan borrowers worry about their loan repayments. Previous research has focused on student loan debt's impact on post-college outcomes, overlooking psychological aspects like repayment worry. Utilizing data from the 2021 National Financial Capability Survey (n = 2582), we developed and tested a theoretical model for understanding the determinants of student loan repayment worry (repayment worry) and the moderating effects of gender on the association between stressors (financial hardship and student loan delinquency) and repayment worry. Logistic regression showed that financial hardship and student loan delinquency are significant predictors of repayment worry. The coping resources we studied—financial self-efficacy, financial satisfaction, and household income—were significantly linked to lower repayment worry, except for financial capability. Notably, gender was a significant moderator of the financial hardship—repayment worry association, with males experiencing stronger effects than females, but did not moderate the student loan delinquency—repayment worry association. Implications for mitigating repayment worry are offered.
Cross-cultural insights for customer engagement with access and lateral service systems
Peasley, Michael C.; Berndt, Adele (Emerald, 2025)
PURPOSE : This study aims to advance the understanding of how macro-social structures and cultural orientations intricately shape consumption preferences – specifically perceived utilitarian value and behavioral intentions – within access and lateral exchange markets. Through integrating insights from consumer culture theory with the dynamics of sharing service systems, this research underscores that consumption choices are not merely individual acts of preference but are embedded within broader cultural frameworks and shaped by historical and societal narratives. DESIGN/METHODOLOGY/APPROACH : This study uses structural equation modeling using Mplus, version 8, to analyze a dataset comprising 2,428 survey responses. A random-effects model is applied to assess the influence of macro-cultural orientations across multiple national contexts, allowing for the simultaneous consideration of country-specific random effects and cross-national generalizability. Respondents represent six culturally diverse countries spanning five continents, enabling the derivation of insights applicable to other markets with similar cultural profiles. FINDINGS : Markets characterized by higher cultural indulgence and individualism, and lower uncertainty avoidance, present greater opportunities for connecting consumers’ preferences to lateral exchange markets. In contrast, cultures with greater restraint, collectivism and higher uncertainty avoidance may provide better opportunities for access to exchange markets than lateral exchange markets. These findings underscore the importance of firms aligning their market selection, entry plan and promotional strategies with the cultural dimensions that enhance the appeal and usability of their sharing economy services. ORIGINALITY/VALUE : This research contributes to the limited body of cross-cultural empirical studies on sharing economy platforms, particularly in distinguishing between lateral and access exchange models. By highlighting the relationship between cultural orientations and consumer preferences, this study provides actionable guidance for platform developers and marketers seeking to expand globally.
Ubuntu leadership and employee engagement in mining : the moderating role of safety culture
Nelwamondo, Mpho Brian; Price, Gavin (AOSIS, 2025-07)
ORIENTATION : This study explored the influence of Ubuntu leadership on employee engagement in South Africa’s mining industry, with a focus on the moderating role of safety culture. RESEARCH PURPOSE : The purpose was to examine whether Ubuntu leadership significantly predicts employee engagement and whether safety culture strengthens this relationship. MOTIVATION FOR THE STUDY : The mining sector faces persistent challenges such as hazardous working conditions and disengagement. Addressing these issues requires leadership models that are both effective and culturally relevant. RESEARCH APPROACH/DESIGN AND METHOD : A descriptive, cross-sectional quantitative design was employed. Data were collected from 351 mining employees using the Ubuntu Leadership Scale (ULS), Utrecht Work Engagement Scale (UWES) and a custom-developed safety culture scale. Statistical analysis included correlation and moderated regression. MAIN FINDINGS : Ubuntu leadership was positively associated with employee engagement (r = 0.633, p < 0.001), and the interaction term with safety culture was statistically significant (B = 0.187, p = 0.003), confirming a moderating effect. The model explained 40.6% of the variance in engagement. PRACTICAL/MANAGERIAL IMPLICATIONS s: Integrating Ubuntu leadership with a strong safety culture can enhance employee engagement, and improve safety compliance. CONTRIBUTION/VALUE-ADD : This study contributes to the understanding of culturally grounded leadership in high-risk industries and highlights the synergistic role of safety culture in enhancing leadership effectiveness.
Resilience strategies to counter gender discrimination in South Africa’s manufacturing industry
Kinnear, Lisa C.; Mareletse, Disebo (AOSIS, 2025-08)
ORIENTATION: A deeper understanding of women’s resilience strategies in the face of gender discrimination warrants exploration for theory building. RESEARCH PURPOSE : This study sought to examine the nature of gender discrimination as experienced by women leaders in South African manufacturing workplaces; the personal resilience strategies that they employ to counter gender discrimination; and how these strategies transform the praxis of resilience. MOTIVATION FOR THE STUDY : The study heeds the call for epistemologies of resilience to incorporate women’s perspectives in response to systems of injustice and to provide insights for gender transformation efforts in South African manufacturing organisations. RESEARCH APPROACH/DESIGN AND METHOD : A qualitative research approach was used, supported by semi-structured interviews with 15 female leaders in South African manufacturing organisations whose narratives were analysed using interpretive phenomenological analysis (IPA). MAIN FINDINGS : This study confirmed the prevalence of gender discrimination in South African manufacturing workplaces, perpetuated by normalised masculine cultures. Women leaders in these environments have developed personal resilience strategies that reflect both a survivalist approach and a more transformative approach; however, the sustainability and systemic impact of these strategies are limited. PRACTICAL/MANAGERIAL IMPLICATIONS : The research has practical implications for women leaders’ resilience strategies in the face of gender discrimination, as well as implications for human resource (HR) practitioners and leaders committed to developing more inclusive workplace cultures in male-dominated environments. CONTRIBUTION/VALUE-ADD : This article contributes to scholarship on gender discrimination and resilience within the unique context of South African manufacturing, incorporating gendered perspectives.
Journey to senior leadership : intersectional narratives from women in the leadership pipeline
Mbatha, Vamisile; Ruiters, Michele (AOSIS, 2025-07)
ORIENTATION : This study explores the factors influencing women’s progression to senior leadership positions, focusing on their experiences within South Africa’s financial services sector. RESEARCH PURPOSE : The aim was to identify key elements that impact women’s advancement through the leadership pipeline. MOTIVATION FOR THE STUDY : Despite growing gender diversity initiatives, women remain underrepresented in senior leadership roles. Understanding barriers from the perspective of women in middle management offers valuable insights into addressing this gap, particularly in a multicultural context like South Africa. RESEARCH APPROACH/DESIGN AND METHOD : The study employed a qualitative approach using semi-structured interviews with 14 women – 12 from middle management and two from senior executive levels. Thematic analysis was used to extract themes from participants’ shared experiences. MAIN FINDINGS : Four main themes emerged: organisational culture, leadership, intersectionality and emerging issues such as sponsorship and expectations from senior female leaders. Participants noted that organisational practices and leadership behaviours often impeded their progression. Additionally, socio-demographic factors – especially motherhood and marital status – created further barriers, revealing how intersecting identities influence leadership advancement. PRACTICAL/MANAGERIAL IMPLICATIONS : Organisations must reconsider their leadership development strategies to ensure they are inclusive and supportive of women. Optimising leadership pipeline practices and addressing cultural and gender dynamics are essential for enabling women’s advancement. CONTRIBUTION/VALUE-ADD : The study applies leadership pipeline theory in a South African multicultural setting, uncovering new intersections between organisational culture and gender. It enhances understanding of the complex factors hindering women’s leadership progression and offers guidance for more equitable talent development practices.
Maintaining inclusive leadership in a virtual work environment
Tshabalala, Bridget; Bussin, Mark H.R. (AOSIS, 2025-10)
ORIENTATION : The outbreak of the coronavirus disease 2019 (COVID-19) pandemic has pushed companies to reconsider and change how they operate. This article explores how leaders maintain inclusive leadership in a virtual work environment, which promotes employee well-being and inclusivity. RESEARCH PURPOSE : There is minimal literature on how the COVID-19 pandemic has affected workplaces in how they operate. This study aims to explore how leaders maintain inclusive leadership in this new virtual work environment. MOTIVATION FOR THE STUDY : The effectiveness of a leader is enabled by their ability to influence their followers. The virtual work setup necessitates leaders to ensure the contribution of employees, and this can be achieved by an inclusive leader. RESEARCH APPROACH/DESIGN AND METHOD : A qualitative exploratory research method was followed. An inductive thematic analysis was conducted from semi-structured interviews. Fourteen middle- to senior-level managers from various financial institutions, insurance companies and government entities were interviewed. MAIN FINDINGS : There is still a lack of trust by leaders, as they do not give staff freedom to fully make the decisions. Leaders are not adequately trained to adapt to managing virtual teams. PRACTICAL/MANAGERIAL IMPLICATIONS : Leaders are expected to be the driving force of inclusive leadership, thereby contributing positively to employee well-being. Organisations need to fully equip managers by providing continuous training and development. CONTRIBUTION/VALUE-ADD : Inclusion is a capability needed for leaders as they are expected to motivate employees in any organisation. Employees who feel included will positively contribute to the organisation, resulting in the organisation achieving their objectives.
Understanding customer grief in brand relationships
Berndt, Adele; Tierney, Kieran D. (Elsevier, 2026-01)
Brands are key in building customer-brand relationships, yet organisations change their product lines by reformulating or discontinuing brands. This results in negative customer emotions, including pain and grief. While identified in marketing, grief has received little academic attention. Thus, this research seeks to explore and develop an understanding of customer grief as pain. The empirical context is the change of a breakfast cereal. By applying netnographic research to eight customer-brand fora, this qualitative study analysed 4,080 online customer posts to understand customer grief. Applying the stages of the Kübler-Ross grief model, this study shows that grief is associated with a misalignment of customers’ expectations, practices, and emotions in response to an unexpected brand change. This generates a more fine-grained understanding of customer grief, providing theoretical and practical implications for organisations in managing their brand relationships. HIGHLIGHTS • The brand is key in building customer-brand relationships, yet organisations change their product lines. • Organisational actions can result in negative customer emotions such as grief. • The empirical context of the study is that of the withdrawal of a breakfast cereal. • This qualitative netnographic study analyses 4,080 online customer posts to understand customer grief. • The study applies the stages of the Kübler-Ross grief model in the context of marketing.
The implications of the European green deal for African agricultural exports
Muller, Luke B.B.; Ndlovu, Mbongeni M. (Adonis and Abbey Publishers, 2025-09)
The European Green Deal is the central policy blueprint for regional climate goals by 2050, and it can potentially affect African agricultural exporters. This study investigates related non-tariff barriers, focusing on the Carbon Border Adjustment Mechanism, packaging, pesticide, fertiliser and traceability regulations. The research combines desk research, statistical analysis and expert interviews. Key findings indicate that while African agriculture may benefit from its relatively low carbon footprint, the increasing complexity of European Union regulations is posing a significant challenge for African agricultural exporters, mainly small-scale exporters. The study highlights the need for African agribusinesses to adapt to the evolving European Union regulatory landscape, invest in sustainable practices and packaging, monitor greenhouse gas emissions, keep track of land use change, restrict the use of pesticides, restrict the use of chemical fertilisers and pre-emptively adopt traceability and certification compliance requirements. As a parallel strategy, agribusinesses should seek to strengthen intraregional trade with trade-liberalising countries in Africa, where the costs imposed by tariffs and non-tariff barriers are being intentionally lowered.
Leveraging big data analytics capabilities and data-driven decision-making to enhance farm-level performance in agriculture
Wolvaardt, Francois; Fourie, Alicia (Adonis and Abbey Publishers, 2025-09)
Big data analytics offers actionable insights that enhance data-driven decision-making and improve firm performance by optimising production and reducing costs. While its application in agriculture is growing, research on its impact at the farm level is limited. This study aims to bridge this gap by exploring how data analytics capabilities can enhance decision-making and organisational performance in agriculture. Utilising a resource-based view and dynamic capabilities perspective, the study develops a research model connecting big data analytics capabilities, data-driven decision-making, and farm performance. An exploratory factor analysis and multiple regression analysis were conducted on data from 145 farming organisations in South Africa. The results indicate that big data analytics capabilities and data-driven decision-making positively affect farm performance. This research contributes to the data analytics literature by identifying key capabilities that enhance performance, offering practical insights for farmers and agricultural service providers seeking to leverage data analytics effectively.
How and when bridging and buffering strategies drive financial performance : evidence from companies using key account management
Olabode, Oluwaseun E.; Nalmpanti, Athanasia D.; Essuman, Dominic; Leonidou, Constantinos N.; Hultman, Magnus; Boso, Nathaniel (Elsevier, 2025-11)
The key account management (KAM) literature has increasingly adopted a supply chain perspective to understand how firms manage supplier and customer networks to drive business success. Within this context, bridging and buffering strategies have emerged as critical tools for managing interorganizational relationships and resource flows. Yet little is known about how these strategies generate performance gains and under what conditions they are most effective. This paper addresses these gaps by uncovering the supply chain responsiveness capability mechanism that links bridging and buffering strategies to performance outcomes under varying supply chain disruption conditions. Using primary data from 205 business-to-business firms that rely on KAM programs, we find that while buffering directly benefits financial performance, responsiveness capability positively mediates the effect of both bridging and buffering strategies on financial performance. Moreover, buffering and responsiveness capability have stronger effects in covariate than in idiosyncratic disruptions. Interestingly, the direct effect of bridging strategy on performance remains consistent, regardless of the type of supply chain disruption conditions. The findings help clarify the economic value of bridging and buffering strategies and provides actionable insights to guide companies using KAM programs on how and the supply chain conditions which each strategy could be deployed optimally. HIGHLIGHTS ● Evidence from companies using key account management suggests that while buffering, and not bridging, strategy is positively related to financial performance. ● Responsiveness capability serves as a channel through which buffering/bridging strategies contribute to financial performance ● Covariate supply chain disruption conditions better strengthen the indirect association between buffering/bridging strategies and performance than idiosyncratic supply chain disruption conditions
Relationship norms, rewards and consumer-brand bonds : when cultural context and attachment anxiety matter
Iveson, Abbie; Davvetas, Vasileios; Hultman, Magnus; Boso, Nathaniel (Emerald, 2025)
PURPOSE : The consumer–brand relationship (CBR) literature is grounded in the notion that CBRs mirror interpersonal relationships. Yet little research has examined whether the relational norms that underpin these relationships operate consistently across cultural contexts. This study challenges the assumption that consumers universally value balanced and equitable relationships. It examines two contrasting national settings to explore how the norms guiding relational engagement vary across cultural contexts, focusing on differences in relational norms (communal vs. exchange) and relational rewards (intrinsic vs. extrinsic). Cultural dimensions such as power distance provide a useful interpretive lens for understanding these differences. DESIGN/METHODOLOGY/APPROACH : The study uses the student–university relationship as the empirical context to investigate cultural differences in CBRs. A cross-cultural survey was administered to 511 respondents in the United Kingdom (U.K.) and 263 respondents in Ghana. FINDINGS : The results reveal distinct relational patterns across the two cultural contexts examined. In the U.K., communal and exchange-based CBRs aligned with conventional relationship theories. In Ghana, however, these patterns diverged from expected distinctions between communal and exchange norms. Furthermore, attachment anxiety interacted with cultural context, moderating the effects of relational norms and attenuating contextual differences. ORIGINALITY : This study contributes to the growing body of CBR research by introducing a cross-cultural perspective. It demonstrates that relational norms are not universally applied but vary across contrasting cultural contexts and are further shaped by individual attachment styles. These findings offer actionable insights for relationship marketing strategists, highlighting the importance of adapting approaches to both cultural and individual differences.
Factors influencing top management team dynamics for successful strategy implementation
Mvubu, Yoliswa S.; Madziva, Tonderayi Jafias; Mathibe, Motshedisi Sina (AOSIS, 2025-09)
PURPOSE : This study explores the factors influencing top management team (TMT) dynamics to successfully implement an organisation’s strategy. It seeks to understand how such factors influence the TMT’s decision-making regarding strategy implementation. DESIGN/METHODOLOGY/APPROACH : A qualitative research approach was utilised for the study, and data were gathered through semi-structured interviews with six C-suite executives and 12 chief executive officers of large corporates across South Africa. Thematic analysis was used to analyse the data. FINDINGS/RESULTS : The study found that emotional acumen and TMT relationships drive successful strategy implementation; the management style that displays effective communication and accountability leads to successful strategy implementation; work gratification propels innovation in strategy implementation; and diversity of group characteristics drives or thwarts collaboration for successful strategy implementation. PRACTICAL IMPLICATIONS : This study enables business leaders, C-suite executives and senior and middle managers to better comprehend the impact of TMT dynamics on strategy implementation. Additionally, the study provides managers and leaders with insights on which TMT dynamics are best to focus on for their respective firms to enhance strategy implementation and ultimately organisational performance. Originality/value: This study is significant and necessary in bridging the aforementioned theoretical gaps on TMT dynamics and strategy implementation.
Cultural norms, commercial friendship, and customer citizenship behaviour
Osakwe, Christian Nedu; Adeola, Ogechi; Maduku, Daniel K. (Emerald, 2025)
PURPOSE : This study investigates the relationships between cultural norms, including personal cultural orientations and religiosity, commercial friendship, and customer citizenship behaviour in the subsistence retail marketplace – an underexplored context in retail and marketing research. DESIGN/METHODOLOGY/APPROACH : Following a positivist philosophical stance and a deductive approach, survey data were gathered from 414 participants using self-administered questionnaires. FINDINGS : The findings underscore the significant impact of cultural norms on friendship development, specifically with regard to independence, power distance, long-term orientation, and religiosity. Furthermore, the results indicate a positive relationship between commercial friendships and customer citizenship behaviours, including resistance to negative information, feedback provision, tolerance, and word-of-mouth communication. ORIGINALITY/VALUE : This research offers an original contribution to literature by examining the influence of cultural norms on customer-firm relationships and the role of commercial friendship in fostering customer citizenship behaviours. This study is the first to investigate these relationships within the context of the subsistence retail marketplace, thereby advancing scholarship in retail and marketing.

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