Research Articles (Gordon Institute of Business Science (GIBS))

Permanent URI for this collectionhttp://hdl.handle.net/2263/51279

The University of Pretoria’s Gordon Institute of Business Science (GIBS) is a leading business school in the heart of Illovo, Johannesburg, close to the Sandton business hub. Academic programmes as well as a wide range of executive courses are availble and can be custom-designed to suit specific company needs.

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The commercial meal experience in context : an exploration with frequent travelers
(Elsevier, 2025-09) Stierand, Marc B.; Saunders, Mark N.K.; Eves, Anita
This qualitative-exploratory study is grounded in data obtained from in-depth interviews relating to commercial meal experiences that are essential when dining out near home, during work, and when traveling. Previous studies have examined meal experiences, but have not differentiated in-depth between the dining out contexts described here, particularly the requirements of a meal in the workplace. The interviewees (N = 18) were frequent travelers and therefore had substantial experience of dining out when traveling and in the intercept between traveling and business. Our theorizing from the data suggests that the essence of the commercial meal when dining out near home is an experience of ‘Exotic Familiarity; ’ during work, it is an experience of ‘Diversion from Work’ and ‘Ensuring Confidentiality; ’ and when traveling, it is an experience of ‘Safe Convenience’ and ‘Clichéd Authenticity.’ We conclude by contributing a model of the commercial meal experience, discussing the implications of the findings for theory and practice, and by offering suggestions for future research.
Customer education in business-to-business contexts
(Elsevier, 2025-07) Florea, Dorian-Laurențiu; Rangarajan, Deva; Nieto-Saucedo, María Elena Raquel; Shanka, Mesay Sata; Osakwe, Christian Nedu
Current trends in business-to-business (B2B) services are increasingly bringing customer education (CEd) to the spotlight. Despite the growing recognition of the benefits of CEd, understanding how it is deployed in B2B firms remains a gap in academic literature. Our study addresses this gap by following a qualitative, empirical approach to investigate how CEd is managed across 29 B2B firms. The findings from our research suggest that CEd is a complex set of activities involving multiple stakeholders from both the customers as well as the B2B firm. Our research identified CEd as a process comprising three stages: (a) prepare for CEd, (b) deploy CEd, and (c) measure CEd. Basing ourselves on the findings from our research, we propose a conceptual framework of CEd in B2B contexts. Our findings contribute to the literature by offering a process-based view of CEd, clarifying the intra-organizational coordination it requires, and demonstrating how CEd unfolds across the customer journey. This research advances theoretical understanding of CEd as a cross-functional capability in B2B settings. We provide managerial recommendations and suggest areas for future research. HIGHLIGHTS • Offers an activity-based view of B2B customer education (CEd) across three phases: Prepare, Deploy, Measure. • Shows how B2B firms organize CEd through resource allocation, role assignment, and cross-department coordination. • Shows that CEd spans the full customer journey, from awareness to renewal—not just post-purchase support. • Provides practical guidance to implement, scale, and assess CEd as a strategic, cross-functional capability.
Later-working-life social entrepreneurial identities : a dynamic self-categorisation framework
(Emerald, 2025) Djebali, Zeineb; Di Domenico, MariaLaura; Saunders, Mark N.K.
PURPOSE : This study examines self-defined interpretations of age by later-working-life (LWL) social entrepreneurs and how these influence constructions of their social entrepreneurial identities (SEIs). DESIGN/METHODOLOGY/APPROACH : Adopting a social constructivist ontology and inductive, interpretive, theory elaboration qualitative methodology, a sample of 28 social entrepreneurs based in England were interviewed, data being analysed thematically using the Gioia method. FINDINGS : Using social identity theory and its linked self-categorisation lens, this study reveals three types of LWL social entrepreneurs. First, LWL Strategic Social Business Scalers embrace both social and business identities in support of their social mission. Second, LWL Social Value Creators identify with their social identity as making a difference to the local community, income generation being perceived as incompatible with their social mission. Finally, LWL Syncretic Social Entrepreneurs demonstrate shifting identities, evolving from purely social value creation to balancing hybridised social and commercial identities. ORIGINALITY/VALUE : This study reveals social entrepreneurs’ age has a positive role in forming LWL SEIs, associated experience, skills, knowledge and sense of urgency acting as a catalyst, facilitating rather than hindering social and economic participation. It contributes to the social entrepreneurship literature by advancing current theorisation of age’s role in constructing over-50s’ SEIs.
Informal entrepreneurship in the tourism sector : how entrepreneurs’ motives and capital contribute to business success
(Sage, 2025) Fourie, Alicia; Saayman, Andrea; Blaauw, Derick; FourieA@gibs.co.za
Informal entrepreneurship is woven into the economic fabric of South Africa’s tourism sector. Some people are ‘pushed’ into the sector by a lack of opportunities in the formal economy; others are ‘pulled’ into the informal sector by the prospect of better livelihoods, independence and personal fulfilment. Starting any business requires different types of capital (financial, social, human and psychological). While many studies have explored these aspects in relation to entrepreneurs/firms in the formal sector, how they impact the informal sector is less well understood. In this study, we examined the relationships between informal entrepreneurs’ motives, the different forms of capital available to them, and business success. Data were collected through structured questionnaires in three major South African cities. Multivariate statistics and quantile regression analysis revealed synergies between capital types and entrepreneurial motives, highlighting that success reflects not only the availability of capital but also the effective strategic utilisation of resources.
Exploring the digital detox journey among generation Y Instagram users
(Emerald, 2025-07) Scheppe, Matiena Marie; Seiffen, Anna Luise; Berndt, Adele
PURPOSE : Social media (SM) provides a range of positive and negative benefits to users, and an SM detox has been suggested as a way to deal with its negative effects. Instagram (IG) is one of Generation Y’s most widely used SM platforms, noted for its addictive potential. Using a journey perspective, the purpose of this research is to map and describe the experiences in the various stages of a detox journey among Generation Y IG users. DESIGN/METHODOLOGY/APPROACH : Using an inductive and qualitative approach, empirical data were collected over the stages of the journey using focus groups, self-completion diaries and interviews. The data were coded, analysed and interpreted using thematic analysis. FINDINGS : The findings of the study show two main motivations for undertaking a detox, namely gaining back control and self-reformation. During the detox, five themes were identified, specifically mood and satisfaction, technological craving, mental well-being, physical well-being and social relationships. Three post-detox behaviours were noted, namely the boomerang effect, conscious consumption and a re-evaluation towards the platform, which impacts future IG use. RESEARCH LIMITATIONS/IMPLICATIONS : By following one group of participants throughout an IG detox journey, the study highlights the detox experiences in each journey stage. PRACTICAL IMPLICATIONS : The positive benefits of a detox were experienced by the participants, encouraging future detox and actions by platforms to aid in future detoxes. ORIGINALITY/VALUE : This study accompanies one group of participants throughout their detox journey. This enabled the researchers to obtain insights into the detox experience in all phases of the journey. This was undertaken using diverse qualitative methods.
Sustained competitive advantage and complexity : a configurational approach
(Academic Conferences International Limited, 2023-09) Rodríguez, José Carlos; Osuigwe, Ubochioma Udo S.; Mathibe, Motshedisi Sina; Calderón, Elisa; osuigweu@gibs.co.za
In recent years, Qualitative Comparative Analysis (QCA) has emerged as a research approach to get insight into social science and business complexity. In contrast to the inferential methods that measure the net effect of an independent variable into a dependent variable, the QCA approach uncovers the necessary and sufficient conditions leading to a desired outcome. This paper discusses complexity in social science and business from the QCA perspective. In this regard, there are three streams of literature in strategic management aiming to explain how some firms outperform others: Porter´s competitive advantage approach, Barney´s sustained competitive advantage perspective, and D´Aveni´s temporary advantage. However, the sustained competitive advantage approach suggests that generating economic rents must be understood as a complex phenomenon characterised by three features: i) path dependency (e.g., some resources and capabilities can only be developed over long periods, ii) social complexity (e.g., it may not always be clear how some firms develop some capabilities in short to medium term), and iii) causal ambiguity (e.g., some resources and capabilities cannot be bought and sold in markets). Therefore, this framework draws from a complex (or complexity) process that establishes logical connections between combinations of causal conditions (i.e., resources and capabilities) and a desired outcome (i.e., economic rents). The research methodology for business from the QCA perspective thus may raise some critical questions: How do some firms accumulate and deploy resources and capabilities more efficiently than their competitors to internally (not in markets) acquire and sustain a competitive advantage? And what is the nature of a firm´s economic rents? In short, this paper discusses the nature of sustained competitive advantage (i.e., desired outcome) as a complex process (and not as a linear process) in that some firms outperform others, managing and deploying different resources and capabilities (i.e., conditions).
Ubuntu leadership as a predictor of employee engagement : a South African study
(AOSIS, 2024-03-21) Chetty, Kerushan; Price, Gavin
ORIENTATION : Ubuntu leadership is increasingly being promoted as a suitable leadership philosophy for South African workplaces, necessitating further exploration of its application and outcomes. RESEARCH PURPOSE : This study thus investigates Ubuntu leadership as a predictor of employee engagement (EE) in the South African context, considering ethnicity, age and tenure as moderating variables. MOTIVATION FOR THE STUDY : The necessity to study perceptions of Ubuntu leadership and its influence of EE lies in the need to understand how this culturally rooted leadership style can enhance organisational performance, employee well-being and inclusivity in diverse workplaces. RESEARCH APPROACH/DESIGN AND METHOD : The study adhered to a positivist philosophical perspective, employing a descriptive research design with a quantitative approach. Data were collected from 193 South African participants through a self-administered online questionnaire. MAIN FINDINGS : The study findings indicated that the practice of Ubuntu leadership, as perceived by employees, significantly predicted EE. PRACTICAL/MANAGERIAL IMPLICATIONS : Organisational leaders and managers hold a crucial role in shaping the workplace environment, and their acknowledgment of Ubuntu leadership’s fundamental principles, such as fostering authentic relationships, empathy, collaboration and respect, has the potential to boost EE. CONTRIBUTION/VALUE-ADD : The research outcomes offer valuable insights into how Ubuntu leadership can enhance EE and provide proactive measures for its implementation.
Mattering matters : explaining what fits at Academy of Management Perspectives
(Academy of Management, 2025-05) Barnett, Michael L.; Barnard, Helena; Branzei, Oana; Bhatt, Babita
When an academic field has as its charge the thoughtful preparation and guidance of practitioner professionals, and when an academic field deals in a domain that vitally affects societal well-being, then that academic field must enter the world of practical affairs. Without being co-opted, it must strive for influence and impact. That is our challenge. We should matter. We must matter.
Doing research on real-world challenges
(Fundacao Getulio Vargas, 2025) Barnard, Helena; barnardh@gibs.co.za
ABSTRACT : There are often calls for scholars to do more practically relevant research, but there is little guidance on how to do that. Doing work dealing with real-world challenges is a tough task, often requiring an interdisciplinary approach. I offer six strategies to help scholars. It is important to care about the challenge as this is a resource in the research project. Scholars must read widely about the challenge, often outside the core discipline. They should plan a structured literature review as a scholarly deliverable alongside the empirical work. Because the intent is for the work to be practically usable, the empirical component has to be very robust. Recommendations should be linked to the core discipline, but the dissemination strategy should go beyond academia.
Work from home model : an exploration into the experiences of working mothers in the service sector : the case of Nigeria and South Africa
(Wiley, 2025) Echebiri, Chukwuemeka; Mathibe, Motshedisi Sina; Echebiri, Chiaka Martin; Osuigwe, Ubochioma Udo S.
This study examines the influence of societal norms and maternal duties on the Work-From-Home model and the experiences of mothers in the service sector in Sub-Saharan Africa. While working from home has received attention, there is a lack of understanding regarding the specific challenges working mothers face in this region, which is characterized by gender role expectations. Through qualitative interviews with 15 mothers, balancing work, home responsibilities, and childcare, this research sheds light on the increased tension between work and family when the home becomes the primary workplace, considering cultural norms and expectations. The findings reveal that remote working has disproportionately affected working mothers in Sub-Saharan Africa, negatively impacting their overall well-being.
Intellectual progression of green service research : a bibliometric examination and avenues for future research
(Taylor and Francis Group, 2024-07-04) Ogunmokun, Oluwatobi A.; Ikhide, Juliet E.; Osakwe, Christian Nedu; Jibril, Abdul Bashiru
This article reviews the extant literature on green services based on data obtained from the Web of Science core collection database. The objective of the review is the identification of emerging and predominant themes, authors, and organizations within this domain of research. A bibliometric approach is taken in the analyses of the co-authorship, co-citations, keyword co-occurrence, and bibliographic coupling to assess the evolution of this research domain, based on a total of 212 publications. The results and visual representations of networks indicate that in the last decade, the major themes in green service research are ‘sustainability’, ‘impact’ and ‘performance’. Further, most of the studies have been published in the hospitality, supply chain and marketing fields. These and many more valuable insights discovered in this review present scholars and practitioners, among other things, a clearer understanding of the state-of- the art in green service research which could facilitate future studies and practices toward emerging issues in the field, such as big data and healthcare.
Building brand equity as a dynamic capability during Gautrain public–private partnership patronage guarantee controversy
(Emerald, 2024-03) Mthombeni, Morris; Ruiters, Michele; Scheepers, Caren Brenda; Pearson, Hayley; ruitersm@gibs.co.za
CASE SUMMARY LEARNING OUTCOMES : After completion of the case study, the students will be able to gain knowledge on public–private partnerships (PPPs) in emerging markets; understand how to apply the sensing element of the dynamic capabilities framework in analysing context, especially in emerging market context; and understand how to apply the dynamic capabilities framework to the process of developing brand equity. CASE OVERVIEW/SYNOPSIS : On 20 March 2020, in Johannesburg South Africa, Dr Barbara Jensen Vorster, the head of corporate communications and marketing at the Gautrain Management Agency, was considering her dilemma of how to manage stakeholders at a time when the patronage guarantee was under question. The nature of the Gautrain PPP transport contract entailed a revenue guarantee that was called a patronage guarantee. How did they build their Gautrain brand equity during the Gautrain PPP patronage guarantee controversy? This case study highlights the perspectives of multiple stakeholders which places the Gautrain brand equity under strain. The Gautrain brand identity was created to project an integrated, overarching brand position for the construction project and later the operating company. The logo illustrated Africanisation, and the slogan “For People on the Move” represented a modern collaborative approach. Upholding the status of the brand is an important quest for the corporate communications and marketing team, and therefore the issue around the patronage guarantee must be addressed. This case study illustrates contrasting views about the Gautrain being elitist versus the rapid rail train enabling economic prosperity. The pro-prosperity versus pro-economic development values were at the heart of the different opinions around the patronage guarantee. Students are therefore confronted with their own values while the case study aims to drive an awareness or consciousness around these issues in an emerging market. COMPLEXITY ACADEMIC LEVEL : This case study is appropriate for advanced undergraduate and Master of Business Administration courses focused on marketing, communications and/or stakeholder management, such as in business and society courses. At both levels, the case study will be valuable in generating discussion on communications models and how to manage stakeholders ranging from government to community representatives. In courses where dynamic capabilities theory is taught, this case study will offer a specific application of this model in the context of brand communications and building brand equity in times of controversy. SUPPLEMENTARY MATERIAL : Teaching notes are available for educators only. SUBJECT CODE : CSS 3: Entrepreneurship.
Does financial literacy enhance banking transactions among rural people with access to bank accounts? Insights from a field experiment in Ghana
(Routledge, 2025-03) Osei, Yaa Afi; Barnard, Helena; Derban, William; Essuman, Dominic; barnardh@gibs.co.za
Bank account usage is a fundamental indicator of financial inclusion. Across sub-Saharan Africa, various stakeholders actively work to improve access to banking. This study uses motivation, opportunity and ability theory, with self-efficacy as a boundary condition, to theorize the relationship between financial literacy and usage of a mobile-based, zero-cost bank account. In a field experiment with young adults in rural Ghana – a typical population for such interventions – multi-wave data from 142 individuals show that neither financial literacy nor its interaction with self-efficacy improves bank account usage. Follow-up surveys and interviews reveal other motivation- and ability-enhancing factors (i.e. income, and the need for bank accounts) that condition the causal relationship tested in the study. The study’s findings clarify the boundaries of the existing literature on the link between financial literacy and financial inclusion, while offering policymakers valuable insights into the conditions necessary for financial inclusion interventions to achieve the desired outcomes.
Rocky Brands : considerations for growth and expansion
(Emerald, 2024-02) Scheepers, Carla; Moore, Amy Fisher
CASE SUMMARY LEARNING OUTCOMES : After completion of the case study, the students will be able to identify and discuss competition using Porter’s five forces, analyse and understand the enablers and challenges that impacted Rocky Brands’ growth and recommend a solution in relation to Rocky Brands’ growth strategy. CASE OVERVIEW/SYNOPSIS : This case study investigates Rocky Brands, a South African manufacturer and distributor of cleaning products in the retail market. The case was set in November 2022 and highlights the important events ranging from the company’s founding in 2011 up until 2022. This case aims to study strategy in the South African fast moving consumer goods industry. At the time of writing the case study, Rocky Brands was operating across South Africa, with their main manufacturing warehouse in Johannesburg and a subsidiary manufacturing warehouse in Durban. They were changing the Durban warehouse to a distribution warehouse, as they planned to manufacture primarily from a bigger warehouse in Johannesburg. Rishav Juglall, the main protagonist, is the founder and managing director of Rocky Brands. Rocky Brands imports and redistributes several of the brands that the company sells, including Weiman’s, Wright’s and Goo Gone. They also manufacture their own line of products in South Africa under the Oakmont brand. Juglall acknowledges that their sales and revenue have grown yearly, but they have recently saturated the market and reached a plateau. Juglall needs to determine whether he should diversify into Africa, expand his product range or enter the market for private label cleaning products. COMPLEXITY ACADEMIC LEVEL : The case study’s primary focus is on strategy in an emerging market. This case study is suited to undergraduate students studying Porter’s five competitive forces, SWOT analysis (see teaching note exhibit) or the Ansoff matrix in the fields of strategy, marketing or macroeconomics. This case study can be taught in courses such as decision-making, environment of business, leadership or strategic implementation. The case study will teach students how to apply the frameworks to a business and assist students in determining which option is best for the business. SUPPLEMENTARY MATERIALS : Teaching notes are available for educators only. SUBJECT CODE : CSS 3: Entrepreneurship.
The entrepreneurial leap : social capital's role in moving beyond side-hustle entrepreneurship in South Africa
(Wiley, 2025) Chetty, Sanusha; Fourie, Alicia; FourieA@gibs.co.za
Entrepreneurship is broadly recognised as a driver of innovation and entrepreneurial success. Within the entrepreneurial landscape, many individuals initially embark on their journey as ‘side-hustle’ entrepreneurs, engaging in small, part-time ventures. Eventually, some of these entrepreneurs make the leap to full-time entrepreneurs. However, the specific factors that facilitate this critical transition are not fully understood. This study investigates the role social capital plays in facilitating the transition from side-hustle entrepreneurship to full-time entrepreneurship in South Africa. The study adopts an inductive research approach and employs a qualitative exploratory methodology, collecting data from semi-structured interviews with side-hustle entrepreneurs who have either transitioned to full-time entrepreneurship or are considering doing so. The findings reveal that mentorship and trusted networks are pivotal in providing the necessary support, resources and opportunities for transitioning to full-time entrepreneurship. By delving into the dynamics of social capital in an entrepreneurship context, the study can potentially inform South African policies on entrepreneurship promotion, education and development, helping to stimulate much-needed economic growth in South Africa.
Leveraging governance and accountability for advancing sustainable development goals in Africa
(Wiley, 2025-06) Oppong, Clement
BACKGROUND : The United Nations' Sustainable Development Goals (SDGs) Agenda 2030 is bent on achieving sustainable development with a key focus on governance and accountability. African countries are among the many other nations that face significant challenges such as corruption, weak institutional structures, limited rule of law, and political instability that affect developmental progress. AIM : The study explores how these weaknesses can be addressed using governance and accountability as a sustainable development vehicle. MATERIALS AND METHODS : The paper analyzes the composite SDG Index (SDGI) using data from Worldwide Governance Indicators (WGI) and SDGs databases for 48 sub-Saharan countries for the 2016–2020 period. Feasible Generalized Least Squares (FGLS) and Two-Step System Generalised Method of Moments (TS-GMM) were employed for the data analysis. RESULTS : The results show that, though regulatory quality and governance effectiveness showed no significant relationship, the control of corruption, rule of law, political stability, and voice and accountability affect SDGI significantly. DISCUSSION : The study stresses the importance of governance mechanisms in ensuring that nations achieve SDGs, especially in African countries, where significant governance reforms are needed. CONCLUSION : It offers unique actionable recommendations that can aid policy formulation and help address systemic challenges. The study adds to academic discourse on how societal well-being could be improved through sustainable development driven by effective governance with the introduction of SDGIs.
Knightian uncertain violence and the challenge of FDI-assisted development : policy recommendations where civilian lives are at risk
(Palgrave Macmillan, 2024-09) Thakur‑Wernz, Pooja; Barnard, Helena; Matthee, Marianne
In this interdisciplinary paper, reviewing scholarship on both politically motivated and social violence, we use the Knightian distinction between (measurable) risk and (unknowable) uncertainty to examine how international business is affected when violence is directed at civilians, civilians are killed, and violence levels are constantly changing. Using data on 48 African countries (1997–2021), we show the uncertainty of these actions deters inward foreign direct investment (IFDI). As a high-commitment mode of internationalization, IFDI involves deepening knowledge of and exposure to foreign locations. Because uncertainty challenges the feasibility of deepening knowledge and is so hard to mitigate, investors behave differently than under risky conditions—they avoid contexts with Knightian uncertain violence. Our post hoc analysis shows that as IFDI decreases, exporting by local firms increases, suggesting another way to remain globally economically connected. Although our work raises many questions that demand further research, we can already identify useful policy insights. When violence makes a context uncertain to the point of virtual unknowability, IFDI will only assist development if policymakers and MNEs alike work to reduce violence. Multi-sectoral partnerships, increasing educational opportunities, and especially good governance are critical to ensuring IFDI is not appropriated by perpetrators of violence, but instead serves development.
SMEs’ perspective on how ethical leadership supports community engagement in buyer–supplier power asymmetric relationships
(MDPI, 2025-03) Mamabolo, Anastacia.; Myres, Kerrin; Pogrud, Gideon; mamaboloa@gibs.co.za
The increasing moral challenges facing organizations flag the significance of ethical leadership. Despite the significance of promoting moral behavior, the existing literature has scarcely looked at ethical leadership in small and medium enterprises (SMEs) and studied its outcomes beyond the organization. Therefore, this study investigated the relationship between ethical leadership and community engagement moderated by the treatment of SMEs as suppliers and customers. The study argues that ethical leadership is important in helping SMEs execute community engagement activities, but that this depends on external factors. When entrepreneurs are treated unfairly by the powerful larger corporates, they will not be able to execute their activities. We conducted a quantitative study to answer the research objective and test the hypotheses. The final sample consisted of 276 participants, and the data were analyzed by using multiple hierarchical regression. The study found that ethical leadership predicted community engagement. However, the moderating role of the treatment of SMEs as suppliers and buyers on the role of ethical leadership and community engagement was not significant. The study provides insights on ethical leadership in the context of community engagement and buyer–supplier relationships. Also, the study shows that SMEs continue practicing ethical leadership and community engagement, regardless of how they are treated as suppliers and buyers by large companies, alluding to the importance of ethical leadership. Lastly, the study provides insights into the interactions between leadership and community engagement in the context of buyer–supplier power asymmetry.
Constructing an organizational identity with political ideology : the case of Huawei, 1987-2020
(Sage, 2025) Lai, Keyan; Fortwengel, Johann
Leveraging archival data, we study how Huawei used Chinese communist political ideology to construct its organizational identity. Covering the time from its founding in 1987 to 2020, we show how Huawei appropriated Fen Dou as a core idea-element of the Chinese communist political ideology to develop its identity as a “national industry revitalizer,” neutralized it as it internationalized and claimed to be an “international corporate citizen,” and then repurposed it as it sought to help advance all of humankind—akin to a “global technology leader.” By mapping the historical evolution of Huawei across different junctures and processual periods, we develop middle-range theory on the role of political ideology in identity construction. We contribute to the literature by introducing political ideology as a resource for identity construction, mapping the process of identity construction with ideology across different contexts, and articulating a resonant theoretical narrative whereby political ideology emerges as a double-edged sword. Our study reveals how political ideology helps create resonance with certain stakeholders, but how the commitment to a particular ideology carries meaningful risks.
Aligning multiple mandates and mission simultaneously : a case of small and medium-sized social enterprises in South Africa
(Routledge, 2025) Osembo, Emmanuel Simiyu; Myres, Kerrin; Jankelowitz, Lauren
Research has shown that social enterprises balance dual-mandated goals emanating from the respective social and commercial logics, to avoid mission drift. However, little is known about the practical ways to simultaneously align multiple goals stemming from multiple external mandates and core social mission. These multiple mandates are embodied within multiple logics. To address this issue, this research analyses how small and medium-sized social enterprises (SMSEs) in resource-constrained environments like South Africa act as melting pots of multiple mandates and core mission that require simultaneous alignment. The study reveals that at a meso-level, the SMSEs leverage community embeddedness, mission agility, and proactive monitoring and evaluation to simultaneously exploit and explore opportunities. The study introduces a framework for internal-external practising facilitating innovative exploration to align multiple mandates with the core missions at a meso-level in social enterprises. With these findings, this study adds to the emergent literature on multiple mandates alignment in social enterprises.

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