This dissertation explores how middle managers use their micro-strategising practices of agency and sense-making to shape strategic outcomes during and after strategic change implementation within an enabling and/or constraining organisational social structure. The researcher examined this phenomenon through the theoretical lenses of strategy-as-practice perspective and sense-making. The qualitative case-study research design with an interpretivist, social constructionist paradigm captured the lived organisational social reality of the administrative middle managers over time at a for-profit educational brand of a private higher education (PHE) provider. A thematic data analysis approach integrated manual coding with electronic coding to analyse data gathered through an emergent research design of text messages and e-mail journals over a four-month period. Data-driven inductive coding was synthesised with structural deductive coding in response to the research questions. The dissertation concludes that administrative middle managers use micro-level strategising practices of retrospective and prospective cognitive and emotional sense-making and the practical coping of agency, or embodied sense-making, to navigate a complex and contradictory organisational socio-cultural context that is both enabling and constraining. A further contribution of the current study speaks to the embedded practices between the two discrete levels of organisation and individual, which has been interpreted through the contradictions following the equivocal signals that these two main levels demonstrate. The porous inter-dependency between the two levels of organisation and individual creates an inter-woven entity where the strands of individual and organisational action are difficult to pull out and name distinctly, without unravelling the tapestry that is the organisational entity. These contributions affirm the intellectual puzzle which sought to understand and/or restore the balance of the individual within an organisational socio-cultural context to attain organisational security and equilibrium after organisational change. The findings of this current study is not generalisable to the other seven educational brands of the PHE provider. / Boithuto bona bo shebana le tsela eo ka yona baokamedi ba mahareng ba sebedisang ditlwaelo tsa ketso ya meralo e menyane (micro-strategising) ya diejensi le ketso ya moelelo ho bopa diphetho tsa meralo nakong ya le kamora ho kenngwa tshebetsong ha phetolo ya moralo kahare ho sebopeho se dumellang le/kapa se thibelang sa setjhaba. Mofuputsi o hlahlobile mohopolo ona ka leihlo la thiori ya moralo-jwalokaketso le ketso ya moelelo. Sebopeho sa dipatlisiso tsa phuputso ya boleng se nang le saense ya setjhaba le paterone ya kgaho ya setjhaba se hapile mokgatlo wa setjhaba wa sebele o phetsweng wa baokamedi ba mahareng ba tsamaiso nako e telele letshwaong la thuto la phaello ho mofani wa thuto e hodimo ya poraefete (PHE). Katamelo ya manollo ya pokello e amanang le thuto e ikgethang e kopantse tokiso ya tokomane ka letsoho le ka elektoniki ho manolla pokello e bokelletsweng ka sebopeho sa dipatlisiso se qalang sa melaetsa ya mongolo le di-emaili nakong ya dikgwedi tse nne. Mongolo wa qaleho o tsamaiswang ke pokello o ile wa hlahiswa ka elektoniki le mongolo o latelang dikarolo tse itseng tsa molao o akaretsang ho araba dipotso tsa dipatlisiso. Thuto e phethela ka hore baokamedi ba bohareng ba tsamaiso ba sebedisa ditlwaelo tsa mekgwa e boemong bo tlase ba ketsahalo ya moelelo boiphihlelong ka ho kgutlela morao le ho nahanela pele ka kellelo le maikutlo le ho sebetsa ho kgonehang ha mokgatlo, kapa ho fana ka moelelo boiphihlelong ho kopantsweng ho batlisisang maemo a rarahaneng le a hananang a moetlo wa mokgatlo a nolofatsang le a thibelang ka bobedi. Monehelo o eketsehileng wa thuto ya morao-rao o bua ka ditlwaelo tse keneletseng dipakeng tsa maemo a mabedi a fapaneng a mokgatlo le a motho ka mong a tolokuweng ka ho hanyetsana ho latela matshwao a ka tolokehang ka ditsela tse fapaneng tseo maemo ana a mabedi a ka sehloohong a di bontshang. Ho emelana hona ho kenellanang ho dipakeng tsa maemo a mabedi a mokgatlo le motho ka bo mong ho theha mokgatlo wa kgokahano oo ho ona dikgwele tsa motho ka bo mong le kgato ya mokgatlo di bang thata ho hulwa le ho reha ka tsela e hlakileng kantle le ho senya lesela leo e leng mokgatlo. Menehelo ena e netefatsa selotho se neng se batla ho utlwisisa le/kapa ho tsosolosa tekanyo ya motho kahare ho maemo a setso sa setjhaba sa mokgatlo ho fumana tshireletso ya mokgatlo le boikgutso kamora ho fetoha ha mokgatlo. Diphumano tsa thuto ena ya morao-rao ha di akareletswe ho matshwao a mang a thuto a supileng a mofani wa PHE / Lolu cwaningo lucubungula udaba lokuthi izimenenja ezisezikhundleni ezimaphakathi zizisebenzisa kanjani izinkambiso zazo zokwenza amaqhinga namasu emazingeni aphansi okusebenzisa ikhono lazo lokuzikhethela nokuthatha izinyathelo ngokuzimela (agency) nokwenza kuzwakale futhi kuqondakale lokho ezikwenzayo nezikushoyo (sense-making) ngenhloso yokubumba imiphumela enobuqhinga ngaphambi kokuba kuqaliswe uguquko olunobuqhinga futhi nangenkathi sekuqaliswa uguquko olunjalo olwenzeka ngaphakathi ohlakeni lwesakhiwo senhlalo esivumelayo kanye/noma esivimbelayo. Umcwaningi wakuhlaziya futhi wakuhlolisisa lokhu esebenzisa indlela yokubheka izinto ngokwethiyori yokusebenzisa iqhingasu njengenkambiso (strategyas- practice perspective) kanye nokwenza kuzwakale futhi kuqondakale lokho okwenziwayo nokushiwoyo. Idizayini yocwaningo lwesigameko olukhwalithethivu olugxile ekutheni izimenenja zibheke izinto njengoba zinjalo ngokweso lezigameko ezidlule kuzona izimenenja, ngokuqhubeka kwesikhathi, ekuxhumaneni nasekusebenzeni kwazo nabanye abantu esikhungweni semfundo ephakeme esithile esizimele esiqhuba umsebenzi wokuqeqesha ngenhloso yokungenisa imali nokwenza inzuzo, phecelezi umhlinzeki we-private higher education (PHE). Ucwaningo lwasebenzisa indlela yokuhlaziya idatha ngokucubungula nokuqopha amaphethini, okuyindlela eyadidiyela ukuhlelwa nokuhlungwa kwedatha ngesandla nangobuchwepheshe bekhompyutha ngenhloso yokuhlaziya idatha eqoqwe kusetshenziswa i-emergent research design yemiqhafazo (text messages) kanye namajenali ama-imeyili esikhathini esiyizinyanga ezine. Ukuze kuhlinzekwe ngezimpendulo emibuzweni yocwaningo kwahlanganiswa indlela yokuhlela nokuhlunga idatha esuselwa kuhlobo lwedatha eqoqiwe (inductive) kanye nendlela yokuhlunga ngokusebenzisa uhlelo olwenziwe ngaphambi kokuqoqwa kwedatha (deductive). Ucwaningo luphetha ngokukhipha umbono wokuthi izimenenja ezisezikhundleni ezimaphakathi zisebenzisa izinkambiso zazo zokuqhamuka namaqhinga namasu emazingeni aphansi okwenza izinto ziqondakale ngokusebenzisa ingqondo nemizwa mayelana nezigameko ezenzeke esikhathini esedlule, nalezo ezingahle zenzeke esikhathini esizayo kanye nokubonela kwikhono lomunye umuntu, njengoba linjalo, lokuthatha izinyathelo nokwenza izinto ngokuzimela noma ukwenza izinto ziqondakale, okuyingxenye yalokho, ngenhloso yokuchusha nokuthubeleza esimweni senhlalo-masiko esiyinkimbinkimbi futhi esiziphikisayo, esikwenza kokubili ukuvumela kanye nokuvimbela. Elinye futhi igalelo lalolu cwaningo lwamanje liphathelene nezinkambiso ezifakwe zagxila emazingeni amabili ahlukene ngokucacile phakathi kwenhlangano kanye nomuntu ngamunye, ahunyushwe ngokuphikisana okulandela izimpawu eziyindida futhi ezingaqondakali kahle eziboniswa yilawa mazinga amabili amakhulu. Ukuncikana nokuxhasana okuntekenteke phakathi kwalawa mazinga, okuyinhlangano kanye nomuntu ngamunye, kwakha uhlaka oluxhumene lapho kunzima ukutomula nokugagula ngokucacile izingxenye ezakhe izenzo nezinyathelo zenhlangano ezingxenyeni ezakhe izenzo zomuntu ngamunye, ngaphandle kokuqaqa nokuhlukanisa ingxenye ngayinye eyakhe inhlangano ebumbene. Lawa magalelo ocwaningo aqininisekisa futhi asekele indida-mqondo (intellectual puzzle) ebihlose ukuqonda kanye/noma ukubuyisa ukuzimelela komuntu ngamunye esimweni senhlalo-masiko yenhlangano ukuze kuzuzwe ukuvikeleka kwenhlangano nozinzo-kulingana (equilibrium) emva koguquko olwenzekile enhlanganweni. Imiphumelangqangi etholakale kulolu cwaningo lwamanje ayinakuthathwa njengemiphumela engaphinde isetshenziswe futhi iqondaniswe nezimo ezitholakala kwezinye izikhungo eziyisikhombisa zomhlinzeki we-PHE. / Business Management / M. Com. (Business Management)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Text in English with abstracts in English, Afrikaans and isiZulu / Propelled by increased competition with the private sector and other similar organisations, the non-profit sector increasingly faces challenges to create meaningful interactions with stakeholders which, among other benefits, allow for differentiation and the creation of favourable and lasting impressions of the corporate brand. The main research aim of this study was to propose possible elements for a conceptual framework for the integration of non-profit organisations’ social media brand communication. The point of departure was that the achievement of a favourable corporate brand in the non-profit sector could, inter alia, be realised by following an integrated communication approach when utilising social media to communicate with stakeholders. The study is different from prior studies because of its specific interdisciplinary focus on the corporate brand, social media and integrated communication (IC), and the fact that it is merged into one study. The research into the main contribution of the study was based on a thorough literature review focusing on the following objectives: to explore corporate branding and social media; and to describe elements that could constitute an integrated approach to social media brand communication. During the investigation into the topic, the social media focus of the study was framed on the basis of classical theoretical views, and the theory of and perspectives on human action, symbolic interaction and social presence. The absence of a single set of theoretical assumptions of social media necessitated an inductive reasoning process based on identified key elements of social media. Subsequent to the literature review, the empirical research gathered invaluable insights from communication professionals in South African non-profit organisations, and who are responsible for communication by means of social media. Finally, and following the measurement of the proposed elements, the objective of proposing possible elements for the integration of social media brand communication and presenting it in a conceptual framework was achieved. The conceptual framework was based on three foundational principles, namely a corporate brand focus and a philosophy of communication integration, underpinned by social media. The proposed conceptual framework should provide new insights into and contribute to the existing body of knowledge on organisational communication. / Toenemende mededinging in die privaatsektor en tussen ander soortgelyke organisasies, rig ‘n grotewordende uitdaging aan die niewinsgerigte sektor om betekenisvolle wisselwerking met belangegroepe te bewerkstellig, iets wat dit onder andere moontlik maak om te differensieer en om gunstige en blywende indrukke van die korporatiewe handelsmerk te skep. Die belangrikste navorsingsoogmerk van hierdie studie was om moontlike elemente aan die hand te doen vir ʼn konsepsuele raamwerk vir die integrasie van niewinsgerigte organisasies se kommunikasie in sosiale media. Die vertrekpunt was dat ʼn gunstige korporatiewe handelsmerk in die niewinsgerigte sektor onder andere gerealiseer kan word deur middel van ʼn geïntegreerde kommunikasiebenadering wanneer sosiale media gebruik word om met belanghebbendes te kommunikeer. Die studie verskil van vorige studies weens die spesifieke interdissiplinêre fokus op die korporatiewe handelsmerk, sosiale media en geïntegreerde kommunikasie, asook die feit dat dit in een studie geïntegreer is. Die navorsing vir hierdie studie se belangrikste bydrae was gegrond op ʼn deurtastende literatuuroorsig, toegespits daarop om die gebruik van korporatiewe handelsmerke en sosiale media te verken; en om elemente wat ʼn geïntegreerde benadering tot handelsmerkkommunikasie in sosiale media sou kon daarstel, te beskryf. Gedurende die ondersoek na die tema het die studie se sosialemediafokus gerus op klassieke teoretiese sienings en die teorie van en perspektiewe op menslike aksie, simboliese wisselwerking en sosiale teenwoordigheid. Die gebrek aan ʼn enkele stel teoretiese aannames van sosiale media het ʼn proses van induktiewe redenering, gegrond op geïdentifiseerde sleutelelemente van sosiale media, genoodsaak. Voortspruitend uit die literatuuroorsig het die empiriese navorsing uiters waardevolle insigte bekom van kommunikasiekundiges in Suid-Afrikaanse niewinsgerigte organisasies wat deur middel van sosiale media moet kommunikeer. Laastens en na afloop van die meting van die voorgestelde elemente is die oogmerk om moontlike elemente vir die integrasie van kommunikasie van ʼn handelsmerk in sosiale media en die aanbieding daarvan in ʼn konsepsuele raamwerk, bereik. Die konsepsuele raamwerk is op drie beginsels gegrond, naamlik ʼn fokus op die korporatiewe handelsmerk en ʼn filosofie van kommunikasieintegrasie, ondersteun deur sosiale media. Die voorgestelde konsepsuele raamwerk behoort nuwe insigte in en bydraes tot die bestaande kenniskorpus oor organisasiekommunikasie te bied. / Ngokugqugquzelwa ukwanda kokuncitisana kwemikhakha ezimele nezinye izinhlangano ezifanayo, umkhakha ongenzi inzuzo uyaqhubeka njalo nokubhekana nezinselelo zokwenza ukuthi ukuxhumana kahle nabanye ababambe iqhaza okuwukuthi, phakathi kokunye okungazuzwa, kuvumele ukwahlukaniswa kanye nokwakhiwa kwezimpawu zemifanekiso yenkampani ezikahle futhi eziyohlala isikhathi eside. Injongo enkulu yocwaningo lwalesi sifundo kwakuwukuhlongoza imikhakha engaseyenzeke yohlaka olungakapheleli lokuhlanganiswa kophawu lokuxhumana ezinkundleni zokuxhumana zezinhlangano ezingenzi inzuzo. Iphuzu elalisemqoka kwakuwukufeza umgomo wokuthi kwakhiwe uphawu olufanele lwenkampani emkhakheni ongayenzi inzuzo, phakathi kwezinye izinto, ufezeke ngokulandela indlela edidiyelwe yezokuxhumana uma kusetshenziswa izinkundla zokuxhumana ukuxoxisana nababambe iqhaza. Lesi sifundo sihlukile kwezinye esezike zenziwa ngaphambilini ngenxa yokuthi sigxile ngokukhethekile ekusetshenzisweni kophawu lwenkampani, izinkundla zokuxhumana kanye nezindlela zokuxhumana ezididiyelwe, i-integrated communication (i-IC), kanye nephuzu lokuthi kudidiyelwe kwaba ucwaningo olulodwa. Lolu cwaningo kulokho okusemqoka okuwumthelela walesi sifundo lwalugxile kakhulu ekubuyekezweni okujulile kwemibhalo kubhekwe kakhulu kulezi zinjongo ezilandelayo: ukuhlaziya uphawu lwenkampani nezinkundla zokuxhumana; nokuchaza amaphuzu angase akhombise indlela edidiyelwe ekuxhumaneni ngophawu lwezinkundla zokuxhumana. Ngesikhathi kuphenywa ngesihloko, ukugxila ezinkundleni zokuxhumana kulesi sifundo kwabalulwa esizindeni semibono yezinto ezingaphatheki, kanye nethiyori nemiqondo yokwenza komuntu, ukuxhumana ngezimpawu nokubakhona kwabantu basemphakathini. Ukungabibikho kweqoqo elilodwa lokucatshangelwa ngokwenzeka emiqondweni ngokwezinkundla zokuxhumana kwenza ukuthi kube nesidingo senqubo yokuqala ukucabanga ezinze emaphuzwini asemqoka ezinkundla zokuxhumana. Ukulandela ukubuyekezwa kwemibhalo, lolu cwaningo oluphethe ubufakazi obuphathekayo luqoqe ulwazi olusemqoka oluvela kosolwazi bezokuxhumana ezinhlanganweni ezingenzi nzuzo zaseNingizimu Afrika, futhi ezinomsebenzi wokuxhumana ngokusebenzisa izinkundla zokuxhumana. Ekugcineni, futhi ngokulandela izilinganiso zamaphuzu ahlongozwayo, yafezeka injongo yokuhlongoza okungase kube amaphuzu okudidiyela ukuxhumana ngokusebenzisa uphawu lwezinkundla zokuxhumana kanye nokuluveza njengohlaka lokusemqondweni. Uhlaka lokusemqondweni lwalugxile emigomeni eyisisekelo emithathu, okuwukugxila kuphawu lwenkampani nenzululwazi yokudidiyelwa kokuxhumana, nokusekelwe yizinkundla zokuxhumana. Uhlaka olusahlongozwa olungakapheleli kumele luhlinzeke ngemiqondo emisha futhi lube nomthelela esakhiweni solwazi esikhona ekuxhumaneni ngokwenhlangano. / Communication Science / D. Litt. et Phil. (Communication)

Abstracts in English and Afrikaans / The aim of this exploratory study was to investigate the underlying meanings of Old Mutual South Africa’s (OMSA’s) CSR 2.0 corporate advertisements. It specifically examined the underlying myths and ideologies conveyed through the texts. This qualitative study was conducted by means of a visual semiotic analysis (Machin 2012) on eight CSR 2.0 corporate advertisements, which were purposively selected. A theoretical framework to measure visual CSR 2.0 corporate advertisements was developed, which aided in the sampling, data analysis and interpretation processes. The findings of the study indicated that by positioning its CSR 2.0 positively in terms of change and transformation, progress and equal opportunities for all citizens, OMSA is fostering stakeholder-organisation relationships. In addition, it was also found that OMSA adopts established representational tropes of CSR 2.0 and use them repetitively that firmly entrenches the intended/encoded message to the viewer. / Die doel van hierdie verkennende studie was om die onderliggende betekenis van CSR 2.0 korporatiewe advertensies in Ou Mutual Suid-Afrika te ondersoek. Dit is spesifiek gemoeid met die onderliggende mites en ideologieë wat deur middel van die tekste oorgedra word. Die kwalitatiewe studie is uitgevoer deur middel van 'n visuele semiotiese ontleding (Machin 2012) op agt CSR 2.0 korporatiewe advertensies, wat doelbewus gekies is. 'n Teoretiese raamwerk, om visuele CSR 2.0 korporatiewe advertensies te meet, is ontwikkel, dit het bygedra tot die steekproefneming, data-analise en interpretasie prosesse. Die bevindinge van die studie dui daarop dat deur CSR 2.0 positief in terme van verandering en transformasie, vooruitgang, en gelyke geleenthede vir alle burgers te posisioneer, OMSA verhoudings met belanghebbendes kan bevorder. Daarbenewens is ook gevind dat OMSA gevestigde temas van CSR 2.0 implementeer en hulle herhaaldelik gebruik wat juis die beoogde / gekodeerde boodskap stewig aan die kyker bevestig. / Communication Science / M. A. (Communication Science)