Title page for ETD etd-05062010-141141

Document Type Master's Dissertation
Author Mokoto, Mogomotsi Kele
URN etd-05062010-141141
Document Title Challenges faced by South African companies when serving low-income markets : a market orientation perspective
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • economic conditions
  • qualitative research
Date 2010-04-11
Availability unrestricted

The purpose of this research was to enrich our understanding of why large organisations have not performed in low-income markets relative to middle- to high-income markets through an understanding of their market orientation in these markets. The research sought to establish whether an organisation can have more than one instance of market orientation in its chosen markets.

The literature asserts that the bottom-of-the-pyramid approach to earning corporate profits has gained considerable attention and has awakened managers to the potential of serving an underserved market and alleviating the level of global poverty while still earning a profit (Pitta et al. 2008). South African companies have heeded the call to play a role and have targeted low-income markets, but, disappointingly, have achieved limited success.

Contrary to the situation in relation to low-income markets, South African firms serving middle- to high-income markets have achieved market success through effective business models and orientation towards their markets.

The qualitative study showed that an organisation indeed can have more than one instance of market orientation, as managers responsible for low-income markets experience challenges across all market orientation activities, relative to their middle- to high-income market counterparts.

2009 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.

Please cite as follows:

Mokoto, MK 2009, Challenges faced by South African companies when serving low-income markets : a market orientation perspective, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05062010-141141/ >


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