Masters Degrees (Business Management)

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The consumer-perceived risk associated with the intention to purchase online
(Stellenbosch : Stellenbosch University, 2008-12) Ward, Shannon-Jane; Gerber, C.; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
The market share of online purchasing is under two percent of total retail spending, which provides an indication that consumers have been slow to adopt online purchasing. Previous research has shown that consumers perceive risks associated with purchasing online and these perceptions are likely to affect purchase intention. Little research, however, has been done on perceived risk relating specifically to online purchasing, and in particular, risk related to branded and non-branded retailer websites. Research has shown that brand knowledge has a direct effect on a consumer’s intention to purchase from an online retailer and that this relationship between brand knowledge and intent to purchase online is mediated by perceived risk. The purpose of this exploratory study was therefore to investigate the consumer-perceived risks associated with the intention to purchase online. The research problem considered the question whether the perceived risks (financial, performance, physical, time, social and psychological risks) associated with a branded website (Kalahari.net) are different from the perceived risks associated with a non-branded website (Books.com). It was found that four types of perceived risk exist namely, performance, time, social, and personal risk. Of these risks, only performance risk had an influence on a consumer’s purchase intention from a non-branded website whereas performance and personal risk influenced a consumer’s intention to purchase from a branded website. It was also revealed that consumers perceive performance, time, and social risk as not statistically different when purchasing from a non-branded or a branded website. However, personal risk was perceived to be statistically differently for the two websites. In addition, the brand image dimension of brand knowledge had an influence on a consumer’s purchase intention from both the branded and non-branded websites. The brand awareness dimension of brand knowledge did not influence purchase intention at all. For all four risk types on both the branded and nonbranded websites (except social risk on Books.com), at least one and in some cases, both dimensions of brand knowledge influenced the degree of perceived risk associated with purchasing on the particular website. Finally, it was concluded that the more information search a consumer does before purchase of a book on a branded or non-branded website, the higher their perceived risk associated with purchasing from the particular website. A number of recommendations were made. Methods for decreasing the amount of performance risk which consumers perceive when purchasing a book online were firstly suggested. It was further recommended that Kalahari.net investigate the dimensions of their brand such as brand image, brand awareness, and brand trust, to identify the reasons why consumers perceive performance, social and time risk as being not statistically different when purchasing on a branded and a non-branded website. Since consumers did not see a difference between the brand image of the branded and the non-branded websites, it was recommended that the branded website make every effort to investigate their current branding strategy to identify the reasons consumers view the branded website in the same manner as the non-branded website. Furthermore, since both dimensions of brand knowledge influenced the degree of perceived risk associated with purchasing on the particular website to a certain extent, it was recommended that online retailers focus on building familiarity, positive thoughts, feelings, associations, and beliefs concerning the online retailer brand. Finally, it was recommended that the influence of information search online on perceived risk associated with purchasing be further investigated; because this study found that an action that was traditionally initiated as a means for decreasing perceived risk can now be attributed to increased consumer-perceived risk associated with online shopping.
The influence of a vertical service line extension on existing customers’ perceived brand image in the case of Capitec and Absa Bank
(Stellenbosch : Stellenbosch University, 2014-04) Conradie, Mia; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: In the financial service sector, specifically the banking sector, the competition for market share has become fierce. South Africas‟ Big Four banks (Absa, FNB, Standard Bank and Nedbank) are currently threatened by Capitec‟s simplified business strategy. Capitec is not just retaining customers, but also attracting new-to-bank customers and customers from other banks. Capitec‟s strategy has led to an increase in competitive rivalry among the banks. The Big Four banks are struggling to retaliate against Capitec‟s innovation, creating a situation where only the strongest will survive. The reason for this competition is Capitec‟s move to target the higher-income market, since they are changing the profile of their original customer base. On the other hand, Absa is counter-attacking by targeting Capitec‟s primary market that consists of lower-income groups. Both Capitec and Absa are initiating vertical service line extensions (VSLE). The difference between the two banks‟ strategies is the direction of the vertical extension, where Capitec is utilising an upward VSLE, and Absa is utilising a downward VSLE. Not enough attention has been given to service line extensions compared to extensions of tangible products. In this study the focus is on vertical line extensions within the service sector and more specifically the banking sector. The primary objective is to investigate the influence attitudes towards a vertical service line extension (VSLE) have on current customers‟ perceived brand image. Furthermore, the difference between customers‟ attitudes towards a bank pursuing an upward vertical service line extension and one pursuing a downward vertical service line extension, is investigated. The secondary objectives of the study are to assess whether or not (1) perceived quality influence customers‟ attitudes towards a VSLE; (2) perceived status fit influence customers‟ attitudes towards a VSLE; (3) customers‟ perceived fit between their self-image and the communication, influence attitudes towards a VSLE; (4) attitudes towards a VSLE influence brand image; (5) there is a difference between customers‟ brand image, perceived quality, perceived fit, and self-brand communication fit of a bank that introduced an upward extension and one that introduced a downward extension. In the case of an upward VSLE (Capitec), the results suggest that perceived quality was the only variable that significantly influenced attitudes towards the VLSE. On the other hand, in the case of a downward VSLE (Absa), perceived quality and communication fit significantly influenced attitudes towards a VSLE. Furthermore, attitudes towards the VSLE did significantly influence brand image in both an upward and downward extension. Perceived status fit was the only variable that did not significantly influence attitudes towards a VSLE in both an upward and a downward extension. It emerged that the attitudes of customers from a bank initiating an upward extension (Capitec) differ from customers from a bank initiating a downward extension (Absa). Capitec and Absa customers differ in their evaluation of perceived quality, status fit, communication fit and brand image. The greatest difference among the two customer groups were caused by communication fit and perceived brand image. In this study Capitec customers evaluated their bank more favourably than Absa customers did. This result can be attributed to the direction of the extension and customers feelings towards it. It was advised that managers should thoroughly investigate the benefits and risks in implementing an upward or downward VSLE, since this study concludes that in either case brand image will be influenced.
The influence of fear appeal approaches and perceived risk on generation Y consumers’ protection motivation
(Stellenbosch : Stellenbosch University, 2016-03) Buhrer, Stephanie; Toerien, Lucea; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: Statement-based fear appeals have been used widely in social marketing in an attempt to change undesirable human behaviour. Despite the extensive use of this approach, fear appeal effectiveness has often been called into question given the defensive reactions that fear-based messages may arouse. To reduce the occurrence of these defensive mechanisms, a new fear appeal approach, which has recently demonstrated its success in increasing risk perceptions and reducing short-term smoking behaviour, has been suggested: the use of question-based warnings. Considering the recent success of this approach in the realm of cigarette smoking, this study extended the use of question-based warnings to a different context, namely drinking-and-driving. Moreover, literature pertaining to the different types of perceived risks, and which is most effective in altering males‟ and females‟ protection motivation, has resulted in contrasting results. Consequently, this study wanted to address this gap in the literature. Against this background, the primary objectives of this study were to investigate whether different fear appeal approaches (i.e. question- and statement-based warnings), different types of perceived risk (i.e. physical and social risks) and gender, as well as the combined interaction between these variables, would influence generation Y consumers‟ protection motivation differently. Secondary objectives included investigating the impact of these variables on each component of the Protection Motivation Theory (PMT) Model; that is perceived vulnerability, severity, fear, response efficacy, self-efficacy and behavioural intent. A four-group, post-test only experiment was conducted, with a total sample of 1203 respondents. A convenience sampling procedure was used. The results indicated that different fear appeal approaches did not influence generation Y consumers‟ protection motivation differently, while the opposite was found for different types of perceived risk and gender. Based on these results, further research should be conducted to investigate the effectiveness of alternate fear appeal approaches. Additionally, while physical risks were found to be more effective than social risks in altering consumers‟ protection motivation, further research should be conducted to investigate which risk is more effective for the different genders. Finally, gender was shown to be an important factor in the perceived effectiveness of drinking-and-driving fear appeals. On the whole, three points should be taken away from this study. Firstly, given the relative ineffectiveness of both question- and statement-based warnings, either approach can be used in social marketing. However, where an anti-drinking-and-driving campaign wants to overcome the negative effects that overexposure and desensitisation can have on its effectiveness, question-based warnings should be used. Secondly, until such time as a more effective alternative has been found, anti-drinking-and-driving campaigns should continue to make use of physical risks. Finally, gender should always be an important consideration in both the design and implementation of a road-based social marketing campaign.
The influence of feedback messages on neurophysiological responses in a non-profit context
(Stellenbosch : Stellenbosch University, 2016-03) Grobbelaar, Caitlin; Human, D.; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: The prevalent growth in the number of non-profit organisations in South Africa, but a decline in donor support to them at the same time, has prompted the need for further research in the non-profit sector. Furthermore, an exponential increase in social demands in South Africa has left many non-profit organisations facing huge financial dilemmas and in many cases, possible closure. The current low level of support towards the non-profit sector requires an increased level of public involvement that, in turn, requires improved attitudes and perceptions towards the benefits and contributions that non-profit organisations provide to society. Marketing techniques can contribute to individual involvement with non-profit organisations by means of the development of positive perceptions and decision-making associated with philanthropic giving. As non-profit organisations are increasingly facing numerous challenges such as competing for scarce resources to ensure sustained funding, strategic marketing practices have become a necessity. The non-profit industry relies on a high level of human involvement, and as a result, the marketing managers of these organisations are particularly interested in identifying marketing and communication methods that can encourage donors to donate money to worthy causes. However, the time constraints associated with producing quality content with a limited budget for the expenses to measure their communication effectiveness often hinder their marketing and communication efforts. In addition, the current dilemma pertaining to the low level of government and individual support towards the non-profit industry prompted the need for further marketing and communication-related research to identify effective practices. Against this background, the purpose of this study was to explore the effectiveness of post-donation feedback messages on donor neurophysiological responses in a non-profit context using a neuromarketing approach. Neurophysiological techniques were used to identify the types of stimuli, in terms of the feedback message elements, that are most influential on individual neurophysiological responses and the individual‟s subsequent decision-making. The feedback messages from two non-profit organisations, Cheetah Outreach and Reach for a Dream, were pre-designed as the stimuli required for the study. These text messages were classified primarily as statements of gratitude communicated to donors on behalf of each non-profit organisation. The neurophysiological response to each feedback message was measured. The analysis and reporting of results were accompanied by a consolidated discussion from a post-hoc focus group with marketing professionals. The study made use of three neuroscientific techniques, namely galvanic skin response (GSR), electromyography (EMG) and eye-tracking. Each neurophysiological technique measured donor subconscious responses such as levels of arousal, emotional response and focused attention. Responses from the overall sample of respondents were analysed. Additional analysis of the data considered gender and respondent decision-making preferences based on self-classified emotional or rational thinking. The findings indicated neurophysiological influences from the different feedback message elements on the levels of arousal and emotional responses among respondents. From the empirical results it is recommended that non-profit communication managers carefully articulate innovative and informative messages prior to the design of feedback communication. Considering the novelty of the neuromarketing field, extensive scope for further neuromarketing research exists within a non-profit context.
The influence of human and social capital on the strategic entrepreneurial behaviour of businesswomen
(Stellenbosch : Stellenbosch University, 2012-03) Oostenbrink, Marlizanne; Boshoff, Christo; De Villiers Scheepers, M. J.; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: The purpose of this study was to determine the type of decision-making approaches used by businesswomen, both intrapreneurs and entrepreneurs, under conditions of uncertainty, and how the human and social capital they possess influence their strategic entrepreneurial behaviour (SEB). Entrepreneurial decision making often takes place under uncertain conditions, in which rational models provide little guidance for decision makers. Effectuation is proposed as an alternative decision model to rationality, particularly for emerging opportunities. Although some exploratory work has been conducted on this school of thought, research gaps remain. Particularly, there is a lack of research on businesswomen, despite the fact that they are an important group of entrepreneurs within the economy with great potential to contribute to economic growth, development and employment generation. The study population was South African businesswomen, and the membership register of the South African Businesswomen's Association (BWA) was used as a sampling frame. An online survey was sent to all members and a total of 269 usable responses were obtained. Data were analysed with SPSS using descriptive and inferential statistical techniques. The findings indicate there are no significant differences between the decisionmaking approaches of intrapreneurs and entrepreneurs, and that they use both effectuation and causation when shaping and implementing new initiatives, while the literature argues that these two approaches are distinct and dichotomous. In using a causal approach, the respondents value planning and a systematic approach to new, uncertain projects, although they realise the benefit of flexibility and of limiting the downside loss to their decisions; therefore they also incorporate elements of effectual logic. Furthermore, businesswomen's ability to cultivate relationships plays an integral role in the SEB process for both effectuation and causation, with businesswomen emphasising their relationships with key stakeholders. Concerning businesswomen's human capital, the study finds that self-efficacy plays an important role in terms of businesswomen's confidence, and that it has an impact on both SEB decision-making approaches. Several theoretical, practical and educational implications arise from these findings. Theoretically, this study contributes to the decision-making literature by showing that businesswomen utilise both decision-making styles and do not merely rely on one or the other. Furthermore, it also shows that relationship cultivation and self-efficacy are significantly related to both SEB approaches. Practically, both businesswomen and other stakeholders, such as financial institutions, should recognise the relevance and importance of using both styles and not stress causation above effectuation, as is the case currently. Furthermore, entrepreneurial self-efficacy, which is relevant for both approaches to SEB, can be raised through investing in targeted training and education in female entrepreneurship. For entrepreneurship educators, these findings emphasise that courses should incorporate both decision-making styles and that these skills should be developed in students. Business management students should be taught that, while logical, planned and prediction-based causal approaches are appropriate under stable conditions, effectuation provides resources to approach uncertain conditions more effectively. In addition, entrepreneurial initiatives with a low degree of innovativeness also would be more suited to a predictive, casual approach, while initiatives with a higher degree of innovativeness would benefit from using effectual principles.
The influence of sonic logos in television advertisements : a neuromarketing perspective
(Stellenbosch : Stellenbosch University, 2015-12) Vorster, Izel Alet; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Mangement Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: When engaging in brand-building, marketers often appeal to consumers’ senses. However, one of the senses which has often been ignored by marketers is the consumer’s ability to hear. This state of affairs is puzzling, as sound in its various forms can play a central role in brand-building (Krishnan, Kellaris and Aurand, 2012). Using sound as a strategic marketing tool is known as sonic or audio branding. Sonic branding is defined as the strategic use of sound to create a distinctive auditory identity for a brand (Krishnan et al., 2012). The general idea is to utilise sound and music more consciously to create a link between the consumer and the brand and to not only use music to support an advertisement (Groves, 2012). Successful sonic branding creates triggers that disrupt existing patterns, attract the consumer’s attention and remind the consumer of positive experiences with the brand (Beckerman and Gray, 2014). In-store music, jingles and sonic logos are examples of audio elements that can be used as sonic branding tools. A sonic logo is a small piece of music or sound that is connected to the brand (Groves, 2012) and is sometimes perceived as the auditory counterpart of the visual logo of the brand (Krishnan et al., 2012). Despite the fact that sound has the ability to influence different areas of consumer behaviour (Krishna, 2012), there is limited information available on how a brand can utilise sound strategically to create a unique identity for a brand and how a sonic logo ought to be selected. Research on the subject is limited because sound is often processed at an emotional subconscious level and traditional research methods cannot measure the influence of sound on the emotional response of the consumer. Using traditional research methods to investigate the impact of sound in branding is also subject to potential measurement error. One of the key benefits of using neurophysiological research methods is to narrow the “say” versus the “do” gap in consumer behaviour research (Van Praet, 2012:22) and to investigate the influence of stimuli on emotions. The purpose of this study is to understand how sonic logos are processed by the consumer at an emotional subconscious level. Television advertisements for vehicle and electronic brands were used to assess the subconscious impact of the sonic logos used at the end of six advertisments. The neurophysiological research methods used for data collection were electroenchepalography (EEG), electromyography (EMG) and galvanic skin response. The results revealed a significant difference between how males and females emotionally processed the sonic logos of certain brands (EMG). This differentiation ought to be taken into consideration when selecting an audio element for a brand. The emotional responses of the participants towards the sonic logos did not indicate a long-term effect (EEG). This could suggest that the way in which certain brands are currently using sonic logos is not necessarily effective in creating a long-term emotional connection.
The perceived credibility of electronic word-of-mouth communicaton on e-commerce platforms
(Stellenbosch : Stellenbosch University, 2012-12) Bosman, Dirk Johannes; Boshoff, Christo; Van Rooyen, G-J.; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: Enterprises and more specifically, marketing departments, function in a complex global market, while trying to deliver products and services to satisfy the needs of consumers. It is estimated that by 2013, enterprises will be spending $4.75 trillion and consumers $330 billion by means of commercial transactions over the Internet, and that by 2050 most transactions – if not all transactions – will be e-commerce based (Laudon and Traver, 2010:1-7). The 24-hour access to a global network of markets has brought about two major challenges for most enterprises. Firstly, the Internet as a publishing platform has exponentially increased the creation and sharing of information, which has significantly increased consumers’ search cost; and secondly, as more electronic word-of-mouth (EWOM) is being generated online, a significant amount of power and influence over enterprises has shifted to consumers (Chen, Wu and Yoon, 2004:716-722; Tapscott and Williams, 2008:52-53). Ultimately, enterprises are challenged to harness the power of EWOM for more successful e-commerce strategies and increased market share. Given previous studies, it was possible to extend the theoretical framework of EWOM communication in the fields of Internet marketing and online consumer behaviour. The purpose of this study was to create two models that could measure, over time, the impact of EWOM review communication on an e-commerce platform, specifically with regard to review credibility and sales levels. In using a non-probability judgement sampling procedure, it emerged that EWOM reviews do indeed influence the sales levels of e-commerce platform Amazon.com, and that certain review factors (platform, text length, time and star ratings) significantly influenced the credibility of Amazon.com and Barnesandnoble.com reviews. Furthermore, it was concluded that the overall credibility of reviews increases over time as more and more online users have the ability to scrutinise it. When Amazon.com and Barnesandnoble.com’s reviews were compared to each other, the results indicated that Amazon.com had more reviews than Barnesandnoble.com, and that the reviews posted at Amazon.com had on average longer text lengths and were found to be more helpful than the reviews at Barnesandnoble.com. The study's major contribution is that it provides wide-ranging guidelines for usability and user experience design, sales and inventory forecasting, as well as benchmark statistics for marketing campaigns.
The role of attitude and intentions in the adoption of banking services by Tanzanians
(Stellenbosch : Stellenbosch University, 2014-04) Smith, Matthew Stephen; Human, Debbie; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: In recent years the African banking industry has received much attention from international investors. The international attention received by Africa is due to trends such as globalisation and the profit potential that exists at the bottom of the economic pyramid. Within Africa, Tanzania has become a hub of investment for both international and South African banks. Banks such as South African based First National Bank have publically stated that one of their main priorities at the moment is securing the bank as a participator in the Tanzanian financial service industry. The Tanzanian banking market is currently served by fourty-eight banks and the minister of finance encourages further investment and entry into the country. Despite the large number of banks in Tanzania, the penetration rate of banked individuals remains low with approximately nine per cent of the population being members of the formal banking system. The low penetration indicates the Tanzanian population’s reluctance or inability to partake in the banking sector. Research suggests that poor attitudes held by Tanzanians towards the banking industry are a key factor causing the low penetration rate of banking in the country. While consumer behaviour literature has found that attitudes exert a critical influence on consumers’ behavioural intention, attitudes cannot be viewed as the sole predictor of behaviour. The Theory of Planned Behaviour, that evolved from the Theory of Reasoned Action, extends the relationship between attitudes and intentions to include the influence of subjective norms and perceived behavioural control. Thus the Theory of Planned Behaviour states that behavioural intentions are determined by: (1) attitudes, (2) subjective norms and (3) perceived behavioural control. This study was conducted in Dar es Salaam, Tanzania, and utilised the Theory of Planned Behaviour as a guideline to measure the influence of attitudes, subjective norms and perceived behavioural control on unbanked consumers’ intentions to open a formal bank account. Unbanked individuals were studied to provide banks doing business in Tanzania with insight into the factors that influence these consumers’ to become banked. The knowledge gained about unbanked individuals can be used to develop marketing strategies to increase the banked population of Tanzania. Research has shown that the average Tanzanian banking client is between the ages of twenty-seven and thirty-four and has a tertiary education. Thus the sample selected for the study was individuals who where studying towards a tertiary education in Tanzania between the ages of eighteen and twenty-seven. These individuals were selected as they are the most likely potential clients of Tanzanian banks. They are also potentially the most profitable clients for banks as they will likely earn more than other individuals once commencing formal employment. The Theory of Planned Behaviour was adapted to account for the unique characteristics of the Tanzanian financial services industry. Exploratory research identified the following dimensions as being possible influencers of intention to open a formal bank account in Tanzania: (1) trust, (2) attitude towards saving, (3) perceived relative advantage, (4) access convenience, (5) perceived value and (6) attitude towards banks. After data collection in Tanzania the model was further revised by conducting an exploratory factor analysis. The exploratory factor analysis identified the following dimensions as influencing intention to open a formal bank account: (1) attitude towards saving, (2) attitude towards banks, (3) self-efficacy, (4) access convenience, (5) reference groups, (6) perceived relative advantage, (7) perceived value, (8) attitudes towards banking, (9) trust, (10) future financial independence and (11) future benefits. Regression analyses were used to test the relationships suggested in the model. Significant relationships were found between the independent variables (1) future financial benefits and (2) reference groups and the dependent variable intentions. Relationships were also found between the independent variable future benefits and the dependent variable attitude towards banking. The empirical findings were used to develop strategies suggesting ways to increase the banked population of Tanzania. By increasing the banked population of Tanzania the Tanzanian economy, Tanzanian citizens and banks doing business in Tanzania will benefit. As banking facilitates economic growth an increase in the banked population of Tanzania would likely lead to increased economic growth in the country. Tanzanian citizens will benefit from the study as by opening formal bank accounts they will experience the many benefits of banking. Lastly banks doing business in Tanzania are likely to experience increased profitability as a result of the increased customer base.
Service delivery in a physically restricted service environment : the case of airline flight attendants
(Stellenbosch : Stellenbosch University, 2022-12) van Blommestein, Claudia Bernice; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept of Business Management.
ENGLISH SUMMARY: International flight attendants’ main responsibilities during a commercial flight are safety, security, and service delivery. This study focussed on the service delivery (which included the service-delivery performance and service-recovery performance) of international flight attendants who are or were formerly employed by four- and five-star full-service airlines. The point of departure was the notion that factors influencing international flight attendants’ service-delivery and service-recovery performance are unique compared to the factors that influence other frontline employees’ service-delivery and service-recovery performance, such as hotel front desk staff, frontline banking employees, nurses and/or receptionists. Against this background, two theoretical models are proposed illustrating the unique factors that might influence international flight attendants’ service-delivery and service-recovery performance. The two theoretical models were empirically assessed by collecting data from 228 international flight attendants representing 46 countries and 16 four- and five-star full-service airlines. The data was collected using online surveys and the results indicated that customer service training and teamwork significantly influence the service-delivery and service-recovery performance of international flight attendants. In addition, the role of fatigue was particularly important in this study. Working conditions, (which included company service delivery expectations, limited physical space, and limited time/time pressure) and unreasonably demanding passengers increased the levels of fatigue among flight attendants, whereas job experience reduced their levels of fatigue. In conclusion, four- and five-star full-service airlines can improve the working environment of international flight attendants by providing adequate customer service training, promoting teamwork among the crew, decreasing flying hours, increasing resting times, facilitating support workshops, reducing certain in-flight services, and exerting their best efforts to retain experienced crew members. Finally, by enhancing the overall health and well-being of international flight attendants, airlines can not only increase the crew’s performance but also increase the performance and profitability of the airline itself.
A study of the factors influencing new product development success in the South African investment sector
(Stellenbosch : Stellenbosch University, 2011-12) McCracken, Kim; Boshoff, Christo; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
ENGLISH ABSTRACT: Organisations today form part of a global market economy characterised by constant change and a high level of competition. This is especially true for organisations functioning in competitive markets or industries, such as the service industry. New Product Development (NPD) has been recognised as an avenue for organisations to remain relevant and competitive in this constantly changing landscape. A successful new product can potentially do more good for an organisation than anything else that can happen to it. Despite this critical role, the strategic and operational aspects of the product development process are poorly understood, particularly in the service industry. The South African financial services industry is an example of a service industry characterised by a high level of competition, rapid technological advancements, stringent regulations and changing client needs. This is particularly true for the investment sector of the industry, which endeavours to remain relevant and progressive within both a domestic and an international context. As a result, organisations functioning in the investment sector increasingly need to engage in developing and introducing new products to ensure their survival. Against this background, such organisations should realise the importance and potential benefits of an increased understanding of how to improve the success of their NPD efforts. The purpose of this study was therefore to investigate factors influencing the success of New Product Development in the investment sector of the South African financial services industry. Twelve success factors were defined for the purpose of the study. They are: a successful launch, effective NPD management, product superiority, a favourable market environment, good use of communication, effective IT systems, a NPD-friendly corporate culture and the use of a formal NPD process, legislation, distribution of the product, the marketing budget, and the timing of the release of the product. Additionally, nine measures of success were examined, namely: commercial, technical, financial and sales measures, as well as the NPD process followed the level of client satisfaction, and the size, performance and longevity of the product. This study made use of a structured questionnaire, which was developed, based on the literature reviewed and on the feedback from the pilot study. The questionnaire made use of a seven-point Likert scale, and was electronically administered via email to the chosen sample group. The results from this study indicated that 10 of the 12 identified success factors have a significant influence on one or more of the measures of success. The remaining two success factors, namely, the distribution of the product and the marketing budget, were found to have no significant influence on any of the measures of NPD success. It was also revealed that three of the success factors had a significant influence on the overall measure of NPD success (all 9 measures grouped into one), namely, the characteristics of a "superior product"; the implementation of an effective IT system; and the timing of the product release. Furthermore, the implementation of effective IT systems revealed an unexpected negative relationship with three measures of success as well the overall measure of NPD success (all 9 measures grouped into one). A number of implications were suggested and recommendations made, based on the findings. Specific recommendations were made to NPD practitioners, regarding methods which could be implemented to enhance and better manage the influence of the identified success factors in order to increase their product development success. An important recommendation was made regarding the IT system project requirements and associated costs. It was recommended that the IT system requirements be carefully scoped in the infancy stage of the project by consulting with an IT specialist because of its influence on both the overall costs and project success. Specific recommendations were further made regarding a number of the other identified success factors. Finally, based on the findings, several recommendations were made regarding further research.

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