Browsing by Subject "International Management"

Now showing 1 - 4 of 4
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    Marketing strategies of multinational enterprises and their adaption to culturally distant host countries
    (2023) Mdladla, Ntandokayise; Luiz, John
    This research study explored how multinational enterprises (MNEs) adapt their marketing strategies to the level of cultural distance in their host countries. The research topic is relevant today as companies continue to expand their reach and enter countries which may have a high level of cultural distance compared to the home country. The research explored the marketing strategies of MNEs, for instance how different organisational communication structures such as a centralised and decentralised approach can impact the marketing communications of a company and their adaptation to different levels of cultural distance in host countries. To gain a more in-depth understanding, a qualitative and exploratory research was undertaken, and the case study approach was selected in analysing an advertising campaign in West Africa. Semi-structured interviews were conducted with experts within the marketing industry and employees within an MNE. The findings showed certain themes that came up in relation to the topic as found through the interviews. These included the generational difference in views on culturally or racially insensitive advertisements, how social media has possibly fuelled sensitivity to such advertisements, how the composition of the team could impact a company's ability to adapt to countries with a high level of cultural distance, and how the organisational structure of a company can impact the marketing communications of the company. It was found that a company's ability to adapt their marketing strategies to countries with a high level of cultural distance is also dependent on many factors, as identified in the themes previously listed, and to look at just the cultural distance in the Hofstede's model in isolation may prove more as a way an MNE may start to understand the impact of cultural distance and not an overall way in which to understand its impact on the marketing strategies. Culture distance is a topic that shall remain relevant to businesses that continue to expand their operations into different countries of the world. Therefore, this research explored how MNEs can adapt to the level of cultural distance and its role in their marketing strategies
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    Opportunities and Challenges in African Real Estate Markets: Perceptions of Institutional Investors
    (2023) de Bruin, Rutger; Luiz, John
    The current body of literature regarding the African real estate environment is limited. While investing in emerging markets like Africa has demonstrated potential benefits, the actual inflow of investments into the African real estate sector remains low. One of the primary factors contributing to this is the inadequate availability of comprehensive information about the African real estate market. This study contributes to the body of knowledge by examining the primary opportunities and barriers perceived by institutional investors active in the African real estate market. The research is a qualitative, exploratory study into the perceptions of institutional investors on the African real estate environment. The findings are based on eleven semi-structured interviews with institutional investors that are responsible for making investment decisions into the real estate environment across Africa. The findings highlight that institutional investors consider a wide range of factors when making investment decisions into the African continent. The factors under consideration by institutional investors can give rise to challenges that render real estate investments potentially risky and unsafe. Nevertheless, institutional investors adeptly navigate these challenges through the implementation of specific strategies, which enable them to harness the existing opportunities. The study concludes that success in the African real estate environment hinges on possessing a comprehensive understanding of risk dynamics and a profound knowledge of the operating environment. The research acts as an information source for practitioners and lays groundwork for future research. The study contributes to the body of literature about the African real estate market and enhances our understanding about the decision-making process of institutional investors
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    The effect of institutional turbulence on multinational enterprises' strategies in resource-intensive host markets
    (2023) Butcher, Francis Hope; Luiz, John
    Firms have the ability to be influenced by their institutions and in turn have to capability to influence them. This relationship can become deeply complicated and nuanced in emerging economies where the quality of institutions is low and is worsened when the country is experiencing extreme turbulence in the form of conflict. This dissertation intends to discuss how firms may be impacted by institutions in resource intensive host markets, as well as their effect on fragile conflict dynamic ecosystems that existed prior to their arrival. Mozambique is used as a case study. The northern province, where internationalisation of foreign oil firms has occurred, has been impacted by a violent insurgency, causing the firms to declare force majeure (FM). The study aims to theoretically add to conflict dynamics in international business literature, through demonstrating the overall impact of MNEs in fragile ecosystems. The development and quality of institutions is what creates an ecosystem within a country. Therefore, focus will also be placed on the role of institutions in global strategy, and specifically how they played a significant part in determining the impact of an MNEs impact on the conflict ecosystem within Mozambique. The study concludes that the relationships in the business ecosystem are put under strain due to the unique insurgency in Mozambique, resulting in a collapse of business operations. This research is an inductive, exploratory, qualitative study, using multiple case studies of extractive multinational enterprises (MNEs) that have been operational in the northern province of Mozambique, and have been so since the discovery of gas in the area. The findings presented in this study were based on thirteen interviews, with participants being from either the MNEs in the area, the government or experts on the matter. There are many areas in which this research can make a significant contribution: the main are conflict dynamics, internationalisation into emerging economies, institutions within global strategy
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    The Impact of Green Supply Chain Management Practices on Consumer Behaviour: An Amazon Ltd Case Study in France
    (2024) Sakala, Kaluba; Ferreira, Caitlin
    As environmental concerns continue to expand in relevance, businesses must shift their focus towards sustainability in their operations. Green supply chain management (GSCM) is a central strategy that seeks to diminish the environmental impact of procurement, manufacturing, transportation, and waste management. Despite this, there is a paucity of research exploring the connection between GSCM practices and consumer behaviour. This study addresses the gap by investigating the link between GSCM practices and consumer behaviour, with a specific emphasis on Amazon, a multinational retail company based in France. The theory of planned behaviour (TPB) is utilised as a conceptual framework, aiding in analysing the factors that drive consumer purchase decisions. The study adopted a qualitative methodology, conducting interviews with 15 environmentally conscious Amazon customers. Findings highlight that while consumers prioritise sustainability, other factors such as price, product availability, and convenience greatly influence their purchasing decisions. A significant discovery was the influence of knowledge and attitudes on consumer behaviour towards GSCM. The study also identified notable variations in consumers' understanding and perception of Amazon's GSCM practices. Consumer scepticism about Amazon's sustainability efforts was found to influence their purchasing decisions. By prioritising sustainability, companies can fulfil the demand for environmentally friendly products and influence consumer choices. However, it's important to acknowledge the limitations of this study, which primarily focuses on Amazon in France and may not be fully generalisable to other industries, geographical locations, and consumer demographics. Future research should delve into the impact of GSCM practices on consumer behaviour in a variety of contexts to provide a more comprehensive understanding. This study contributes to a more environmentally conscious future by understanding the factors that influence consumer decisions and addressing the challenges of implementing GSCM practices.