M.Comm. / The knowledge-based service industry consists of numerous professional practices. The nature of the service is a function of the type of knowledge offered e.g. technical specialists, artistic design specialists and legal specialists to name but a few. Providing a service instead of a product to satisfy a need in the market requires special unique skills and approaches. Since most professional practices are small, the total management task is the responsibility of the partners or the board of directors. In an area of specialisation, such as engineering, general management skills are also required. Knowledge of finance, marketing, personnel, operations and general management aspects are important. The study incorporates a broad set of issues from economic aspects to management functions to determine what the critical success factors (CSFs) should be to ensure the success of small professional knowledge-based organisations. Internal factors are considered and related to how the firm operates. The study extends externally to examine how clients perceive the services rendered. From a general point of view, managerial competence is rated as the most important critical success factor. It influences the relationship between the client and the professional providing the service. The role of the client's opinion is important when providing an effective service. It is vital to know what the client needs and how to satisfy the needs. Use is made of a service - quality rating model to determine where customer expectations are not being met. The study is concluded by recommending that the CSFs be actively used to focus the firm's internal activities and resources on the external client requirements. In essence, management must do more active work, in areas such as cost control, where clients feel they are being neglected. More attention needs to be focused on the tangible aspects of service delivery. To bring about success as well as attending to the listed CSFs, training was deemed to be necessary with regards to quality management, financial management, marketing management and personnel management. All action plans that could be developed by the service provider need to be simple to implement on an ongoing basis. Time and effort is to satisfy a client's needs. The results of this study indicate that management should focus their efforts on the tasks of management. It does not suggest that they actually do the work of transforming knowledge into tangible products. It does say that management should actively influence those people who do the work of knowledge transformation. The client should always be the centre of the firm's activities.

In 2001, the South African government developed a biotechnology strategy and set aside approximately $70 million to support and stimulate the development of biotechnology skills, capabilities and tools in South Africa(Campbell, 2007). During the past seven years, since the strategy‟s inception, no independent qualitative analysis has been conducted, which could provide insights into its strengths, weaknesses and the views of the different stakeholders within the industry as to the degree of stimulation and competitiveness the strategy as achieved. Competitiveness at a nation level is best described using Porter‟s Diamond of National Competitiveness model which provides a framework for analysing competitiveness at an industry level. This analysis was performed by carrying out qualitative interviews with relevant stakeholders in the industry (government, the private sector, universities, science councils and venture capitalists) and assessing the sector in terms of the four attributes of the Diamond model. The findings show South Africa‟s nascent biotechnology industry is stumbling at every step of the value chain, from laboratory bench to factory gate. A handful of first-class scientists vie for limited government funding, few of them have the expertise to commercialise their ideas, and domestic private capital has yet to be convinced that there is money to be made in the sector. Some of the key shortages are an entrepreneurial spirit in the research community and the lack of concentration of knowledge workers. There is a shortage of funding for sustaining new business projects created in medium and long-term research and development programmes with cooperation between scientists and entrepreneurs still at embryonic levels. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

All around the world, SMEs are perceived as the engine room of economic growth, job creation and poverty alleviation, due to their flexibility and quick adaptability to change. It is believed that, for developing countries to address their social and economic challenges, it would be beneficial if they leverage the potential that the SME sector potentially possess. However, despite the government focus on supporting and encouraging the establishment of SMEs through the small business development programmes in order to address these social challenges, SME sector has experienced a high degree of business mortality, which impacts negatively on the ability to create sustainable employment opportunities in the long term. This view is supported by the work of (Ligthelm and Cant 2003). According to the global economic monitor (GEM), the small business mortality in South Africa is among the highest in the world. It is said that that most newly established SMEs will not survive beyond 48 months Von Broembsen, as cited in Olawale and Garwe (2010: 730). One of the reasons that lead to the high failure rate of SMEs is the lack of strategic planning and the poor allocation of resources. The literature review suggests that SMEs that embark on strategic planning are the ones that are most likely to experience sales growth, personnel growth and asset value growth, as opposed those that do not do any strategic planning at all. The primary objective of this research was to establish how a strategic planning process can be used as an investment decision-making tool for manufacturing SMEs in the Nelson Mandela Metropole. In order to address this research problem, the following sub-problems had to be solved: What strategic planning processes do current SME managers use?; What strategic performance measurement systems do SME owner-managers currently use?; What capital budgeting techniques are currently being used by SME’s in the region?; How do SME owner-managers evaluate the risk of the projects at hand?. The research design was methodological triangulation in nature, that is, using both qualitative and quantitative methodologies, though a quantitative paradigm was more dominant that the qualitative paradigm. A questionnaire was designed as a primary source of data collection from a selected sample group. The empirical study revealed that there is some level of strategic planning amongst SMEs, however, it is mostly informal and unstructured. It also emerged that strategic planning can be used as more than just a performance measurement tool, it can contribute more effectively to strategic alignment, organisational learning and diffusion of knowledge throughout the organisation. The empirical study also suggests that SMEs understand that capital budgeting is critical for the success of the organisations. However, very few SMEs have a formal capital budgeting process. It also became evident that most SMEs are still relying on the traditional capital budgeting techniques; that is, ‘gut feel’ and the payback methods of evaluating projects. The empirical study suggests that the largest group of SMEs rely on break-even analysis and scenario planning as the major indicators of the impact the projects will or may have on the organisation. The recommendations have thus been made to address the challenges facing SMEs with regard to strategic planning, strategic performance measurement, capital budgeting and project risk evaluation.

This study is concerned with the practicability of using operations research in a small business. For purposes of the study, operations research is regarded as a separate management function for applying scientific methods to the understanding of the operations of goal-directed organizations. A small business is defined with regard to the size of its operations as having a value added of less than five million dollars per year. An examination of recent surveys demonstrates that operations research is a prevalent, growing and valuable management aid in large and medium sized companies. They also provide evidence that OR is not used extensively in small business. On the other hand, statistics on business failures and reports of research on the management of small companies provide evidence that small businesses have management problems which possibly could be solved by operations research. A survey of local small business management was conducted principally to determine the extent to which operations research is used by small companies, the reasons for non-use of OR by most small businesses and the existence of operating problems which might be effectively solved by operations research. This survey, as well as other evidence indicates that operations research is used to a very limited extent by small business. The reasons for non-use are: 1) the non-analytical approach of small business management, 2) the managers' lack of familiarity with operations research, 3) the lack of trained personnel, 4) the unavailability of accurate, relevant data, 5) the high cost of leasing and operating electronic computers and 6) the opinion that OR is not economical for small business. This survey and other research has identified small business problems to which OR might effectively be applied. Retaining consultants is a means of overcoming the lack of trained personnel especially if the small business maintains a continuing relationship with a consultant who has a small, flexible operation and the ability to assist in other management functions. Computer time-sharing and computer service bureaus are inexpensive means of obtaining the computer capability which is often necessary for operations research. Small computers may also be feasible for a small business if it has enough other data processing work. A case study of a local small business identified sales forecasting, capital budgeting, production scheduling and inventory control as areas in which operations research could possibly contribute towards the Company's goals. Formulation and testing of decision rules for inventory management and estimation of the costs of an inventory control system for the Company demonstrate that operations research is practical for this small business. / Business, Sauder School of / Graduate

Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: There is a growing need for a framework that explains the important steps in creating and managing a small business in a very simplistic, flexible and holistic way. The aim of this research report is to design a framework which will guide the entrepreneur and small business owner in the set-up and management of a small business. The research report explores the logic of constructing the framework. It starts with the core business transactions which justify the existence of the business. For a better understanding of the interactions in the transactions, a system approach is followed. Dynamic complexities focus on causality and feedback to describe how entities influence each other. A growth loop is established with a balancing loop. On the basis of these interactions the framework is constructed with the product and the market on opposite sides. From the product there are growing actions in the form of marketing. From the market a condition is created which is measured in financial terms. These interactions are the core of the framework. A second level is added with strategic intent and external analysis to indicate direction and to measure the market's response. The research report continues to describe the development of a small business in terms of the three layers of the framework: transaction, basic business level and extended business level. The transaction indicates the core and the reason for the business's existence. It is a description of the value exchange process. The basic business level is the platform in which the business is operating. The extended business level is how the platform is used. For each of the entities indicated on the framework an existing business model is used to explain the area. The framework is, therefore, not presenting a new model, but only a new way of how existing business models are related to each other. The framework can be used in various ways. First it can be used to establish a startup business by building it step by step from the inner layer to the outer layer. Secondly it can be used to evaluate an existing business. Each part of the business can be evaluated and determine whether the necessary structures are in place. Thirdly it can be used for a turn-around on a struggling business. To do it means first . to evaluate the business and then use the framework to build the business structure. To assist in this process of evaluation and building a business structure, a set of worksheets are presented in the study to help an entrepreneur to think through every important step of the business. To test the above assumption that the framework can support the construction of a business structure, a small business was selected and evaluated. The evaluation was done in the format of an interview with the owners and the structure of the framework was followed. The study is concluded with recommendations on areas that need further research. The worksheet I guideline recommendation is that the worksheets and guidelines be developed with a specific aim in mind, for example design a new business or evaluate an existing business. The application recommendation is to explore the use of a rating system to do a quick evaluation of the business based on the entrepreneur's "gut feeling". The structural recommendations are first to explore strategic mapping to summarise the results of the design or evaluation into an existing model. The second recommendation is to investigate the development of the different entities in the framework in line with the business life cycle and thereby adding a depth dimension to the framework. / AFRIKAANSE OPSOMMING: Daar is 'n groeiende behoefte na 'n raamwerk wat die belangrike stappe om 'n klein besigheid te skep en te bestuur, in 'n baie simplistiese, buigsame en holistiese manier verduidelik. Die doel van die navorsingsverslag is om 'n raamwerk te ontwerp wat die entrepreneur sal lei in die opstel en bestuur van sy besigheid. Die navorsingsverslag gee aandag aan die logika hoe die raamwerk saamgestel word. Die raamwerk bestaan uit die kern besigheidstransaksie wat die bestaan van die besigheid regverdig. Om die interaksies in die transaksie beter te verstaan, word 'n stelselbenadering gebruik. Dinamiese kompleksiteite fokus op oorsake en die terugvoer hoe verskillende entiteite mekaar beinvloed. 'n Groeiende sirkelaksie en 'n uitbalanserende sirkelaksie word gevolg. Op grond van hierdie interaksies is die raamwerk geskep met die produk en die mark aan teenoorgestelde kante. Van die produk is daar 'n groeiende aksie na die mark in terme van bemarking. Van die mark is daar 'n terugvoeraksie na die produk in terme van finansiele maatstawwe. Hierdie inleraksies vorm die kern van die raamwerk. 'n Tweede vlak word bygevoeg in die vorm van strategies voorneme en eksterne analise om rigting aan te toon en die mark terugvoer te meet. Die navorsingsverslag gaan voort om die ontwikkeling van 'n klein besigheid te beskryf in terme van die drie vlakke: transaksie, kern besigheidvlak en uitgebreide besigheidvlak. Die transaksie toon die kern en die rede vir die besigheid se bestaan aan. Dit is die beskrywing van die waarde uitruilingsproses. Die kern besigheidsvlak is die platform waarop die besigheid funksioneer. Die uilgebreide besigheidsvlak is die manier hoe die besigheid die platform gebruik. Vir elk van die entileite wat in die raamwerk aangetoon word, word 'n bestaande besigheidsmodel gebruik om die detail te verduidelik. Die raamwerk moet daarom nie gesien word as 'n nuwe model nie, maar net as 'n manier hoe bestaande besigheidsmodelle in verhouding tot mekaar staan. Die raamwerk kan in verskeie maniere gebruik word. Eerstens kan dit gebruik word om 'n aanvangsbesigheid stap-vir-stap volgens die verskillende vlakke in die raamwerk te bou. Tweedens kan dit gebruik word om 'n beslaande besigheid te evalueer. Elke deel van die besigheid kan beoordeel word en so bepaal of die nodige strukture in plek is. Derdens kan dit gebruik word om 'n omkeer op 'n sukkelende besigheid te doen. Om dit te doen sal beteken om eerstens 'n evaluasie te doen op grond van die raamwerk en dan die nodige strukture te bou of herbou. Om die proses van bou en herbou te ondersteun stel die studie werksblaaie voor wat gebruik kan word. Die doel hiervan is om die entrepreneur se denke deur die belangrlkste stappe te lei. Om die bogenoemde aanvaarding te toets dat die raamwerk gebruik kan word om die bou van 'n besigheidstruktuur te ondersteun, was 'n klein besigheid geselekteer en ge-evalueer. Die evaluasie was gedoen in die vorm van 'n onderhoud met die eienaars en die struktuur van die raamwerk was gebruik. Die navorsingsverslag word afgesluit met aanbevelings oor areas wat verdere ondersoek nodig het. Die werksblaaie en riglyne aanbeveling is dat die werksblaaie en riglyne vir 'n spesifieke doel ontwerp word, byvoorbeeld die ontwerp van 'n nuwe winkel of die evaluasie van 'n bestaande winkel. Die aanwendingsaanbeveling is om 'n evalueeringstelsel te ontwikkel waar 'n evaluasie gegrond op 'n entrepreneur se aanvoeling kan plaasvind. Die struktuuraanbevelings is om eerstens strategiese kaartering te ondersoek om die resultate van die ontwerp of evaluasie in 'n bestaande model op te som. Die tweede aanbeveling is om die ontwikkeling van die verskikkelende entiteite van die raamwerk in Iyn met die besigheidslewensiklus te ondersoek en sodoende 'n diepte dimensie by die raamwerk te voeg.

Thesis (PhD (Business Management))--University of Stellenbosch, 2010. / Customer Relationship Management (CRM) is not a new topic, but the advent of technology based CRM solutions has enabled companies to deal better on an individual level and more efficiently with their large customer base. Seeing the benefits of this competitive advantage many companies have implemented a CRM solution but with the result that many of them have failed to be successful. The problem is that these companies often do not know why they were not successful and other companies will make the same mistakes if these failures are not recognized. There is a great deal of literature and research analysing this phenomenon but they all focus mainly on detailed CRM issues and how they could be performed better. They do not take into account that CRM is a complex topic and that many reasons for failure interact with each other. Based on the need of many companies to implement CRM, the goal of this research is to provide a CRM insight perspective and a strategy to implement CRM more successfully. In contrast to existing CRM research, this study investigates twenty-one reasons for CRM failure in three knowledge areas and explains why each one could threaten the success of a CRM implementation. The first area determines the danger of every risk based on the likelihood of appearance and its potential to fail the complete CRM solution. The second area identifies when these risks are most likely to appear for the first time during a CRM project life cycle. The third area examines all relationships between the twenty-one CRM risks and how they influence each other. It is concluded that every CRM implementation approach will fail to be successful when problems are only addressed once they become visible. It is not possible to solve every CRM problem at the moment it appears. Many issues during the implementation of CRM have to be met before they become a problem because they influence each other and lead to barriers that could result in a complete CRM failure. Based on this perception and the research findings, which included 106 of the top 500 companies worldwide, this study develops a CRM strategy framework including a systemic CRM perspective for businesses.

Thesis (PhD)--Stellenbosch University, 2012. / The impacts on the active management of investment portfolios of a) market concentration, b) cross-sectional return dispersion and c) restrictions on short sales are explored in this thesis. The context is the fund sponsor’s management of their investment managers in a South African equity investment environment. Some of the findings here are developed analytically and some make use of multiple simulated investment views and their corresponding optimal portfolio solutions to document the size and nature of the inefficiencies that are created by these three factors. The cross-sectional volatility of asset returns in an investment universe represents a carrying capacity for active risk taking: the higher the cross-sectional volatility, the greater the opportunity for active risk taking. Cross-sectional volatility is shown to be an important consideration when setting active risk targets. It is shown that, to remain efficient, active risk should be reduced during periods of low cross-sectional dispersion and vice versa. The sensitivity of active risk estimates to changes in the cross-sectional dispersion of their investment universe is demonstrated and sponsors should therefore exercise caution when reacting to changes in the active risk estimates of their funds. Cross-sectional volatility is shown to be time-varying and is related to similarly varying dispersion in realised fund returns. The ex post performance of competing portfolio managers therefore require correction for this heteroscedasticity and an effective weighted adjustment is recommended. Active managers can only fully express their views in an environment where their mandated conditions accommodate their conviction and level of risk taking. The short sale restriction is shown to be materially binding when applied to a concentrated benchmark such as the ALSI where only a few of the stocks comprise most of the total investment weight. The more concentrated the benchmark and the higher the active risk target, the wider the distribution of individual asset weights in the portfolio will be and the more binding the weighting constraints will be. It is shown that constraints on short positions are more binding on assets with small weightings in the benchmark illustrating the asymmetrical sub-optimal effect of these constraints when they are applied uniformly across the investment opportunity set. It is argued that requiring long-only managers to increase their active positions and/or active risk in a concentrated investment environment further constrains them in their ability to express their best investment view and increases their competitive disadvantage relative to unconstrained funds taking similar risk. The research presented in this thesis measures the nature and size of the impacts of the market concentration, cross sectional return dispersion and restrictions on short sales that are implied by the investment mandate on the quality of the investment portfolio, providing analysis and techniques which can inform and improve the quality of the relationship between fund sponsor and fund manager. The more appropriate the investment mandate and the monitoring of the fund’s performance subject to this mandate, the more effective the manager’s risk-taking on behalf of their investors will be. This is the principle that this research aims to serve.

Thesis (PhD (Business Management))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: During the past 15 years knowledge management has emerged as a key new organisational practice with numerous organisations implementing processes aimed at facilitating knowledge creation, integration and sharing. With knowledge management positioned as a strategic imperative, numerous studies have explored its resource-base and management alternatives. These studies have played an important role in establishing knowledge management as a field of inquiry within the business sciences, but a number of weaknesses put knowledge management at risk of becoming another passing fad. Previous research tends to prescribe a tool, method or way of looking at knowledge while disregarding any differences in organisational context and displaying little attempt to differentiate organisations in a meaningful way. This assumed homogeneity constitutes a deficiency in knowledge management research. The knowledge-based view of the firm emphasises distinct knowledge as the key source of firm heterogeneity, and the role of the organisation as that of knowledge creation. This view largely ignores the personal and social nature of knowledge, and the role of the firm in providing the organisational context for creating, sharing and integrating knowledge. Knowledge management, as an embodiment of the knowledge-based view, thus also fails to explore organisational context as a possible source of competitive advantage, thereby limiting the potential of knowledge management initiatives. The central theme of the study is that the capacity to provide an institutional context for the creation, sharing and integration of knowledge, henceforth the knowledge-centric capability, rather than distinct knowledge, is the key strategic resource of the organisation. The objective of the study therefore is to understand how different knowledge-centric capabilities configure in different organisational contexts. The objective is achieved by addressing three research questions, namely what dimensions can be used to describe a knowledge-centric capability, what configurations of knowledge-centric capabilities emerge in different organisational contexts, and why do specific configurations of knowledge-centric capabilities emerge in specific organisational contexts? Considering the philosophical foundations of the study, namely knowledge as personal, social and context-specific and the organisation as an open, adaptive system, the study follows a social constructionist research philosophy. The study’s focus on identifying emerging patterns or configurations of knowledge-centric capabilities necessitates a configurational research approach. This allows the study to move beyond uncovering relationships that hold across all organisations, affording the opportunity to identify multi-dimensional constellations of conceptually distinct characteristics that commonly occur together. A sequential mixed-method research methodology is employed to address the research objective and research questions. First a conceptual framework is developed from the extant literature in order to identify the dimensions of a knowledge-centric capability. Next a theorydriven survey, based on the dimensions of the conceptual framework, is employed to obtain data from which the configurations of knowledge-centric capabilities are derived using cluster analysis. Finally, four case studies are presented to explain the emergence of the configurations within specific organisational contexts. This research is important for two main reasons. First, it addresses the identified shortcoming of existing research by providing a mechanism to explore an organisation’s knowledgecentric capability following a context-sensitive approach. Second, the research demonstrates that knowledge-centric capabilities can indeed be used to differentiate between organisations at a strategic level. / AFRIKAANSE OPSOMMING: Die afgelope 15 jaar het kennisbestuur as ‘n belangrike nuwe besigheidspraktyk ontwikkel, met talle ondernemings wat prosesse implementeer wat daarop gemik is om die skepping, integrasie en deel van kennis te fasiliteer. Met die posisionering van kennisbestuur as ‘n strategiese noodsaaklikheid, het verskeie studies die hulpbron-basis en bestuurs alternatiewe ondersoek. Hierdie studies het ‘n belangrike rol gespeel om kennisbestuur as ‘n navorsingsveld te vestig in die bestuurswetenskappe, maar ‘n aantal gebreke laat kennisbestuur die gevaar loop om net ‘n verbygaande gier te word. Bestaande navorsing neig om ‘n instrument, metodiek of manier voor te skryf om na kennis te kyk. Maar terselfdetyd word enige verskille in organisasies se konteks geïgnoreer en is daar min aanduiding van ‘n poging om organisasies op ‘n sinvolle wyse te onderskei. Hierdie veronderstelde homogeniteit vorm ‘n gebrek in kennisbestuur navorsing. Die kennis-perspektief van die organisasie beklemtoon unieke kennis as die belangrikste bron van firma heterogeniteit, en die rol van die organisasie as dié van kennis skepping. Hierdie uitkyk ignoreer grotendeels die persoonlike en sosiale aard van kennis en die rol van die firma in die voorsiening van ‘n organisasie konteks vir die skep, deel en integrasie van kennis. Kennisbestuur, as ‘n vergestalting van die kennis perspektief, faal dus ook om organisasie konteks to ondersoek as ‘n moontlike bron van mededingings voordeel. Sodoende word die potensiaal van kennisbestuur inisiatiewe beperk. Die uitganspunt van die studie is dat die kapasiteit om ‘n institusionele konteks te voorsien vir die skeppping, deel en integrasie van kennis, of te wel die kennis-sentriese vermoë, eerder as unieke kennis die kern strategiese helpbron van ‘n organisasie is. Die doel van die studie is dus om te verstaan hoe verskillende kennis-sentriese vermoëns konfigureer in verskillende organisasie kontekste. Die doel word behaal deur drie navorsingsvrae te adresseer, naamlik watter dimensies kan gebruik word om ‘n kennis-sentriese vermoë te beskryf, watter konfigurasies van kennis-sentriese vermoëns tree na vore in verskillende organisasie kontekste en waarom tree spesifieke konfigurasies van kennis-sentriese vermoëns na vore in spesifieke organisasie kontekste? Met inagneming van die filosofiese grondslag van die studie, naamlik kennis as persoonlik, sosiaal en konteks-spesifiek en die organisasie as ‘n oop, aanpasbare stelsel, volg die studie ‘n sosiaal konstruksionistiese navorsingsfilosofie. Die studie se fokus op die identifisering van patrone en konfigurasies van kennis-sentriese vermoëns, noodsaak ‘n konfigurasionele-benadering tot die navorsing. Dit laat die studie toe om verder te gaan as om bloot verwantskappe te identifiseer wat vir alle organisasies geld, en stel die studie in staat om multi-dimensionele konstellasies van konseptueel-unieke eienskappe wat tipies saam voor kom te identifiseer. ‘n Sekwensieële gemengde metode navorsingsmetodologie is gebruik om die navorsingsdoel en navorsingsvrae te addresseer. Eerstens is ‘n konseptuele raamwerk uit die bestaande literatuur ontwikkel om sodoende die dimensies van ‘n kennis-sentriese vermoë te identifiseer. Volgende is ‘n teorie-gedrewe vraelys, gebaseer op die dimensies van die konseptuele raamwerk, gebruik om die data te versamel waaruit die konfigurasies van kennissentriese vermoëns met die gebruik van trosanalise. Laastens is vier gevallestudies ontwikkel om die figurering van die konfigurasies binne spesifieke organisasie kontekste te verduidelik. Hierdie navorsing is belangrik vir twee bepaalde redes. Eerstens adresseer dit die geïdentifiseerde tekortkoming van bestaande navorsing deur ‘n meganisme te voorsien waarmee ‘n organisasie se kennis-sentriese vermoë ondersoek kan word, deur ‘n kontekssensitiewe benadering te volg. Tweedens demonstreer die navorsing dat kennis-sentriese vermoëns inderdaad gebruik kan word om op ‘n strategiese vlak tussen organisasies te onderskei.

Thesis (MComm)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: The conception of relationship marketing has led to an increased interest in organisations developing long-term relationships with their members or clients. The emphasis has shifted from a transaction-based marketing approach to a relationshipbased marketing approach. This shift has resulted in an increased need for research in the field of relationship marketing in for-profit as well as non-profit organisations. The purpose of this study was to identify and assess the dimensions through which South African churches can manage commitment with their members. These dimensions are regarded as antecedents to commitment and were identified through a literature review. The literature review identified 11 antecedents of church commitment, which were classified into antecedents that are specifically relevant to churches, and those with a broader appeal. Furthermore, churches were classified whether they can be viewed as traditional or non-traditional. An empirical investigation followed the literature review and included a pilot and a comprehensive empirical study among the total student population of Stellenbosch University, as in 2011. After the pilot study was conducted the number of antecedents was reduced to eight, while three antecedents had to be renamed. The final empirical study provided support for two antecedents of church commitment, namely ‘small-groups’ and ‘reliability’. In addition, significant differences were found between traditional and non-traditional churches in respect of the confirmed relationships. Consequently, a framework was developed by which churches can manage commitment with their members. This study makes a valuable contribution to the relationship marketing literature, since no formally published study could be found in which relationship marketing was used to identify the antecedents of church commitment. / AFRIKAANSE OPSOMMING: Die voortbestaan van verhoudingsbemarking het gelei tot 'n toename in organisasies se belangstelling in die ontwikkeling van lang termyn verhoudinge met hulle kliënte en/of lede. Die fokus het gevolglik verskuif vanaf 'n transaksie-gebaseerde benadering tot bemarking, tot 'n meer verhoudings-gebaseerde benadering. Hierdie verskuiwing het gelei tot 'n toenemende belangstelling in, en behoefte aan navorsing op die terrein van verhoudingsbemarking, beide ten opsigte van winssoekende asook nie-winssoekende organisasies. Die doel van hierdie studie was om die dimensies aan die hand waarvan Suid- Afrikaanse kerke hul toewyding (commitment) met hul lidmate kan bestuur, te identifiseer en te assesseer. Hierdie dimensies kan beskou word as boustene (antecedents) van toewyding en is geïdentifiseer deur middel van 'n literatuuroorsig. Die literatuuroorsig het 11 boustene van kerk-toewyding geïdentifiseer, wat geklassifiseer is volgens daardie boustene wat spesifiek relevant tot kerke is, en daardie boustene met 'n wyer aantrekking. Voorts is kerke geklassifiseer ten opsigte van of hulle as tradisioneel of nie-tradisioneel beskou kan word. Die literatuuroorsig is gevolg deur die empiriese studie, wat uit twee komponente bestaan het: 'n voorafstudie (pilot study), gevolg deur die hoof empiriese studie onder die totale studente-populasie van die Universiteit van Stellenbosch, soos in 2011. Op grond van die resultate van die voorafstudie is die aantal boustene verminder tot agt, terwyl drie boustene herbenoem moes word. Die finale empiriese studie het ondersteuning gebied vir twee boustene van toewyding, naamlik ‘klein-groepies’ (small-groups) en ‘betroubaarheid’ (reliability). Verder is beduidende verskille gevind tussen tradisionele en nie-tradisionele kerke ten opsigte van die verhoudinge wat as beduidend bevind is. 'n Raamwerk is gevolglik ontwikkel waarvolgens kerke hul toewyding met hul lidmate kan bestuur. Hierdie studie maak 'n waardevolle bydrae tot die literatuur van verhoudingsbemarking, aangesien geen soortgelyke formele gepubliseerde studie gevind kon word waarin verhoudingsbemarking gebruik is om die boustene van kerktoewyding te identifiseer nie.

Thesis (MComm)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: Over the past two decades company performance has become the mantra of corporate theory. It follows that marketers have recently become understandably preoccupied with measuring the performance of marketing activity. In fact, the pressure for financial accountability has led to widespread concern over the role of the marketing function within a company. Some go as far as contemplating the demise of marketing professionals unless marketers develop an understanding of the marketing-finance interface and are able to enter into a dialogue with top management regarding the value that marketing adds to the company. Modern financial theory prescribes that the primary financial objective of any company should be shareholder value maximisation. Value based management (VBM) involves the appropriate allocation of scarce resources using prioritisation and cost-benefit analyses of different strategies to ensure that managers remain focused on shareholder value creation. The VBM philosophy embraces four fundamental driving forces impacting on the creation of value, the first of which is the profitable growth of sales. Since marketers are the custodians of brand sales the recognition of sales as a value driver places marketing at the centre of the value culture. The role of the marketing function is to create customer value that will translate into marketing assets (brand equity) and by doing so serves to add value to a company. The brand value chain summarises the process through which marketers can create value by carefully investing in various marketing tactics (or expenditures). These expenditures are encapsulated by the marketing mix. Simply, the marketing mix can be described as the sum of all expenditures intended to build brand equity and can be classified into four components known as the 4Ps (product, price, place and promotion). Concern has been raised that marketers focus too much attention on the stages in the brand value chain where marketing strategy is formulated and too little attention on the latter stages where the strategy is linked back to the value created through the implementation thereof. Despite the plethora of marketing metrics available the key to measuring the impact of marketing activity lies in maintaining a balance between non-financial, efficiency metrics and financial effectiveness metrics. To this end, there is a need for the development of aggregate-level models that link marketing tactics (expenditures) to to financial impact (e.g. sales) in order to communicate the value created by marketing. As a first step toward the objective of developing such models, it is important to understand the nature of the relationship between marketing expenditures (in terms of the 4Ps) and sales). Therefore, the primary objective in this study was to establish whether there is a relationship between the expenditures of different marketing components (4Ps) and sales. To this end, the proposition formulated elucidated that the variance in sales of a product is attributable to fluctuations in marketing expenditures. A meta analysis study was undertaken and two South African fast moving consumer goods brands’ financial data were investigated for the period of July 2001 to the end of June 2005. The marketing expenditures incurred for each of the respective brands were dissected and allocated according to the 4Ps of marketing. The metohod applied to investigate the relationship between marketing expenditures and sales originated through the adoption of multiple regression analysis between the indepent variables (marketing expenditures) and the dependent variable (sales). However, due to the fact that the data were collected over time it was anticipated that the time-related characteristics in the data might have offended inherent assumptions on which multiple regression analysis is based. Therefore, a time series regression analysis was subsequently adopted to account for time-related characteristics such as trend or seasonality. Counteracting dummy variables were included in the regression analysis to better understand the effect of trend and seasonality. In the case of Brand A, it was necessary to include dummy variables to counteract the effect of trend in the regression analysis., the results revealed that there is a statistically significant relationship between the expenditures of different marketing components (4Ps) and sales. Only distribution expenditures and price (along with trend) explained unique variance in sales. In the case of Brand B, it was necessary to include dummy variables for both trend and seasonality before the model was suitable for analysis. Once again, the results revealed a statistically significant relationship between the expenditures of different marketing components (4Ps) and sales. However for Brand B, only production expenditures (along with trend and seasonality) explained unique variance in sales. Therefore, in conclusion of the results found there were important findings to note. Firstly, when investigating data colllected over time it is imperative to understand the impact of time-related characteristics in the data and subsequently adopt the appropriate model to investigate relationships in the data. Secondly, despite a statistically significant relationship detected between marketing expenditures and sales the different components of the 4Ps have varying prominence for different brands and the appropriate allocation of resource will depend on the nature of the product and the strategy in mind. / AFRIKAANSE OPSOMMING: Die prestasie van ’n maatskappy het oor die afgelope twee dekades die mantra van korporatiewe teorie geword. Dit volg dus dat bemarkers onlangs afgetrokke is met die meet van die prestasie van mark aktiwiteit. Die druk vir finansiële verantwoordbaarheid het in wye kommer oor die rol van die bemarkingsfunksie binne ’n maatskappy, uitgeloop. Daar word bespiegel oor die ondergang van professionele bemarkers tensy bemarkers ’n begrip van die bemarking-finansie skeidingsvlak ontwikkel en in staat is om ’n dialoog met topbestuur aan die gang te sit rakende die waarde wat bemarking tot ’n maatskappy voeg. Moderne finansiële teorie stel voor dat die primêre finansiële doelwit van enige maatskappy die verhoging van belanghebbende waarde moet wees. Waarde-gebaseerde bestuur (WGB) sluit die gepaste toewysing van skaars hulpbronne, deur die gebruik van vooropstelling en koste-voordeel analise van verskeie strategieë, in, om te verseker dat bestuurders op die belanghebbende waarde skepping gefokus bly. Die WGB filosofie omarm vier grondliggende dryfsmagte wat op die skep van waarde, waarvan eerstens die winsgewende groei van verkope is, ’n impak het. Aangesien bemarkers die bewaarders van die handelsnaam verkope is, plaas die erkenning van verkope as ’n waarde drywer, bemarking in die middelpunt van die waarde kultuur. Die rol van die bemarkingsfunksie is om kliënt waarde te skep wat omgesit sal word in bemarkingsbates (handelsmerk billikheid) en dien so om waarde tot ’n maatskappy by te dra. Die handelsmerk waarde ketting som die proses op waardeur bemarkers waarde kan skep deur versigtig in verskeie bemarkingstaktieke (of uitgawes) te belê. Hierdie uitgawes word saamgevat deur die bemarkingsmengsel. Die bemarkingsmengsel kan kortliks beskryf word as die som van alle uitgawes wat bedoel is om handelsmerk billikheid te bou en kan in vier komponente, wat as die 4Ps (produk, prys, plek en promosie) bekend staan, geklassifiseer word. Daar is reeds kommer uitgespreek dat bemarkers te veel aandag aan die stadiums in die handelsmerk waarde ketting bestee waar bemarkings strategie geformuleer word en te min aandag word aan die latere stadiums geskenk waar die strategie teruggeskakel word aan die waarde wat deur die implementering daarvan geskep word. Ten spyte van die menigte beskikbare bemarkings metrieke lê die sleutel tot die meet van die impak van bemarkingsaktiwiteite in die onderhou van ’n balans tussen nie-finansiële, doeltreffende metrieke en finansiële effektiwiteit metrieke. Daar is dus ’n behoefte aan die ontwikkeling van gemiddelde-vlak modelle wat bemarkings taktieke (uitgawes) aan finansiële impak (bv. verkope) skakel om sodoende die waarde wat deur bemarking geskep word, te kommunikeer. Dit is belangrik om, as ’n eerste treë na die doelwit om sulke modelle te ontwikkel, die aard van die verhouding tussen bemarkingsuitgawes (in terme van die 4Ps) en verkope te verstaan. Die hoofdoel in hierdie studie was dus om vas te stel of daar ’n verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope bestaan. Die voorstel wat geformuleer is, het verklaar dat die verskeidenheid in verkope ’n produk is wat toegeskryf kan word aan fluktuering in bemarkings uitgawes. ’n Meta analise studie is onderneem en twee Suid-Afrikaanse vinnig-bewegende gebruikers goedere handelsmerke se finansiële data vir die typerk van Julie 2001 tot einde van Junie 2005 is ondersoek. Die bemarkings uitgawes wat vir elk van die handelsmerke aangegaan is, is ontleed en toegeken volgens die 4Ps van bemarking. Die metode wat toegepas is om die verhouding tussen bemarkings uitgawes en verkope te ondersoek het ontstaan deur die aanneem van meervoudige agteruitgang analise tussen die onafhanklike veranderlikes (bemarkings uitgawes) en die afhanklike veranderlikes (verkope). Daar is egter verwag, as gevolg van die feit dat die data oor tyd versamel is, dat die tyd-verwante kenmerke in die data inherente aannames mag beledig het, waarop meervoudige agteruitgang analise gebaseer is. ’n Tydsreek agteruitgang analise is gevolglik aangeneem om verantwoordbaar te wees vir tydsverwante kenmerke soos neiging of seisoenaliteit. Teenwerkende fop veranderlikes is by die agteruitgang analise ingesluit om die effek van neiging of seisoenaliteit beter te verstaan. In die geval van Handelsmerk A, was dit nodig om fop veranderlikes in te sluit om die effek van neiging in die agteruitgang analise teen te werk. Die uitslae het gewys dat daar ’n statisties noemenswaardige verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope is. Slegs verspreiding uitgawes en prys (tesame met neiging) het unieke verskille in verkope verduidelik. In die geval van Handelsmerk B was dit nodig om die fop veranderlikes in te sluit vir beide neiging en seisoenaliteit voordat die model gepas was vir analise. Die uitslae het weereens gewys dat daar ’n duidende verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope is. Slegs produksie uitgawes (tesame met neiging en seisonaliteit) het egter unieke verskille in verkope vir Handelsmerk B verduidelik. Daar was dus, in gevolgtrekking tot die uitslae wat gevind is, belangrike bevindings om van kennis te neem. Dit is eerstens van uiterste belang om die impak van tyd-verwante kenmerke in die data te verstaan en om vervolgens die gepaste model aan te neem om verhoudings in die data te ondersoek. Tweedens, ten spyte van ’n statistiese noemenswaardige verhouding wat bespeur is tussen bemarkings uitgawes en verkope, het die verskeie komponente van die 4Ps verskillende vernaamheid vir verskillende handelsmerke en die gepaste toekenning van bronne sal afhang van die aard van die produk en die strategie wat beoog word.