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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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.
From social movements to organizational roles : a study of evolving occupational mandates of ESG analysts
(Oxford University Press, 2025-06) Khamidullina, Gulnaz; Brock, David M.
This study investigates the professionalization processes that accompany the integration of external mandates into mainstream organizations. In response to evolving societal pressures, organizations often create roles specifically tasked with developing practices that align with these external demands. Using the case of environmental, social, and governance (ESG) analysts in asset management companies, this longitudinal study examines the evolution of the ESG analysts’ occupational mandate through three distinct phases. Our findings reveal that ESG analysts’ mandates have developed along technical and normative dimensions, reflecting shifts in both required skills and professional ethos. This study contributes to the professionalization literature by illustrating how external mandates are reinterpreted and adapted within organizational settings.
Millennials' brand legitimacy judgements amid a global crisis : a deeply rooted affair
(Wiley, 2024-07) Nkuna, Khanyisa; Erasmus, Alet C. (Aletta Catharina); Olivier, Johan
Many established clothing brands did not survive the global COVID-19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self-worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means-End-Chain (MEC) analysis in a 3-phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow-up quantitative study. Implications for retail and business strategy are presented.
Staff bonding and accounting fraud tendency : does cost of living matter?
(Emerald, 2025) Seudib, Ezekiel Nibenong; Oppong, Clement
PURPOSE : The paper explores the ramifications of rising costs of living on accounting fraud (ACF) as well as how it disrupts the effect of staff bonding (SB) on ACF tendencies. DESIGN/METHODOLOGY/APPROACH : Data were collected from 310 respondents using a structured questionnaire and analysed using the partial least squares structural equation model. FINDINGS : The study reveals that rising costs of living increase ACF tendencies, while SB reduces it. However, the study also shows that costs of living decrease the effectiveness of SB as a corporate governance measure, aligning with the Stimulus, Capability, Opportunity, Rationalisation, and Ego (S.C.O.R.E.) theory. ORIGINALITY/VALUE : The paper’s theoretical contribution is consistent with the S.C.O.R.E. theory. The study concluded that working with hungry employees, whose disposable incomes are further worsened by rising costs of living, is not only an anticipatory accident but also a timed bomb waiting to explode. Hence, as the leading study on the intricate relationships, one takeaway from the study is that strengthening SB conditions and maintaining salary parity with rising costs of living are two excellent strategies for mitigating ACF.
Editorial to the special issue “International entrepreneurial behaviors of African firms : emerging issues, challenges and opportunities”
(Elsevier, 2024-09) Amankwah-Amoah, Joseph; Boso, Nathaniel; Adomako, Samuel; Danso, Albert
In recent years, the international entrepreneurial behaviors of African firms have garnered considerable attention within the global business context. As the world becomes increasingly interconnected, African firms are stepping onto the international stage with growing confidence and ambition. This trend is fueled by a combination of factors, including advancements in technology and communication, as well as evolving trade agreements. However, along with the opportunities presented by international expansion, African firms also face a myriad of challenges. Despite these challenges, African firms are demonstrating remarkable resilience and innovation in their pursuit of international entrepreneurship. In this Special Issue Editorial, we showcase and capture the emerging and diverse range of scholarly contributions to the international entrepreneurship field in Africa. The papers in this collection provide various ways to enhance the conversation on the constraints on development and the different dynamics of international entrepreneurship. We also shed light on the inherent challenges in attempting to unlock the full potential of African firms and national economies in the 21st century.
Township entrepreneurship, unemployment and economic development : myth or reality in Sub-Saharan African countries
(Centre for Business & Economic Research, 2024-05) Oppong, Clement; Mathibe, Motshedisi Sina
This study aims to perform a comparative analysis of the influence of township entrepreneurship on unemployment and economic development among the Francophone and Anglophone countries in sub-Saharan Africa. The study employed a descriptive and quantitative research design where a longitudinal data was sourced from the World Development Indicators (WDI) and World Bank Entrepreneurship databases on 12 and 9 Francophone and Anglophone countries respectively. A Fixed Effect panel regression model was employed to attain the objectives of the study. The findings of the study revealed that there is a significant negative effect of township entrepreneurship on unemployment; and also, township entrepreneurship has a positive significant effect on economic development. Both relationships were found to have insignificant differences between Anglophone and Francophone countries suggesting that the ability of township entrepreneurship to minimize the rate of unemployment and boost economic development is generic and irrespective of cultural and social differences. This study was anchored on the behavioral theory of social entrepreneurship to provide empirical contribution to existing literature.
Understanding Gen Z shoppers' interaction with customer-service robots : a cognitive-affective-normative perspective
(Emerald, 2024-08) Osakwe, Christian Nedu; Rıha, David; Elgammal, Islam Mahmoud Yousef; Ramayah, T.
PURPOSE – Large supermarket chains are adopting customer-service robots to improve service delivery in physical stores. Successful deployment of these robots depends on shoppers’ willingness to interact with them, requiring an understanding of influencing factors. This study, grounded in the Cognitive-Affective-Normative (CAN) theory, seeks to systematically explore the factors influencing Gen Z shoppers’ willingness to interact with customer-service robots. DESIGN/METHODOLOGY/APPROACH – A hybrid approach combining Structural Equation Modeling (SEM) and Necessary Condition Analysis (NCA) was employed to analyze survey data collected from 945 Gen Zs in the Czech Republic. FINDINGS – The results from SEM highlight significant cognitive, normative, and affective factors that influence the intention of Gen Z shoppers to interact with a customer-service robot. Specifically, cognitive factors such as effort and performance expectancy, along with normative factors like subjective norms, emerged as critical determinants. Furthermore, affective factors such as technology anxiety and positive emotions significantly influence users’ readiness to use customer-service robots for service requests. The study also underscores that positive emotions, effort expectancy, performance expectancy, and subjective norms are vital prerequisites for interacting with customer-service robots. ORIGINALITY/VALUE – The originality of this work lies in its two significant contributions to the burgeoning field of SRs in retail literature. First, it extends the CAN theory to the context of SRs among Gen Z shoppers in Czechia, thereby enriching the existing literature on SRs in retail. Second, by employing a hybrid analytical approach, our research offers both empirical and methodological advancements, providing rigorous insights crucial for enhancing the understanding of the pivotal factors influencing shoppers’ interactions with SRs in physical store environments.
The intervening role of absorptive capacity in the nexus of effectual actions and performance in small businesses
(Narotama University, 2024-01) Osuigwe, Ubochioma U.S.; Eresia-Eke, Chukuakadibia E.; chuks.eresia-eke@up.ac.za
PURPOSE : This study interrogates the interfering role of absorptive capacity in the relationship between the effectual actions of small businesses and their performance. DESIGN/METHODOLOGY/APPROACH : Structured questionnaires were used to generate primary data from 685 small businesses from a variety of sectors in South Africa. The data was used to interrogate the hypothesized relationships using the partial least squares structural equation modeling technique. FINDINGS : The findings report a significantly positive relationship between effectuation and small business performance. Further, it is revealed that absorptive capacity partially mediates the relationship between effectuation and small business performance. RESEARCH LIMITATIONS/IMPLICATIONS : The limitations of this study include the use of primary data from a sample of small businesses in South Africa and dependence on specific modeling techniques. The implications of this research provide a deeper understanding of the mediating effects of absorptive capacity on the relationship between effectual actions and small business performance. PRACTICAL IMPLICATIONS : This study provides fresh insights into the mediating effects of the absorptive capacity capability of small businesses in the continuous interaction between their effectual actions and performance. As such, it highlights the connection between the growing theory of effectuation and existing theories in the field of management sciences. This study enables the emergence of knowledge that could spur small businesses to effectively navigate the endemic uncertainties prevalent in their contexts. ORIGINALITY/VALUE : This study contributes to the understanding of the role of absorptive capacity in the relationship between effectual actions and small business performance, thus adding value to the literature on small business management.
Conceptualising franchise success and failure in the South African quick service restaurant sector
(Africa Journals, 2024) Marks, Jonathan T.; Kirtland-Ashford, Amy; marksj@gibs.co.za
The ability of a franchisor to sustain a productive working relationship with its franchisees over time has been shown to ensure the continued success of the franchise system. This involves developing a strong and mutually beneficial relationship between the parties. This study sought to understand how this relationship could be damaged or irreparably affected due to a breakdown between the franchisor and the franchisee. Improving this relationship would allow for a more sustained commercial arrangement between the parties, reducing the cost associated with early contract termination and de-franchising. A multiple case study approach was used as the methodological framing for this study. The sample group consisted of de-franchised franchisees who had prematurely cancelled a quick-service restaurant franchise contract. A snowball sampling technique was used, and information was gathered using semi-structured interviews and analysed using ATLAS.ti. Seven themes were identified and used to construct a conceptual model that informs the nature of a lasting and mutually beneficial franchising relationship. This study and the resulting model are valuable for franchisors in helping to select the most appropriate franchisees and ensure that the investment made into quick-service restaurant franchise brands is supported throughout the franchise relationship.
The effect of experiential learning on entrepreneurial competencies and business performance
(World Scientific Publishing, 2024-06) Koape, Matshepo; Mamabolo, Anastacia.; mamaboloa@gibs.co.za
The study’s purpose is to examine the effect of experiential learning on business performance through the mediating role of entrepreneurial competencies. Quantitative research was conducted with 123 entrepreneurs in the business development phase, who were part of a business school’s experiential entrepreneurial program in South Africa. Multiple hierarchical regression analysis revealed that experiential learning led to mastery of entrepreneurial competencies that benefited business performance. Specific competencies played a role as mediators, such as opportunity recognition and market analysis. The findings also suggest that environmental factors such as access to finance shape the mediating role of entrepreneurial competencies on experiential learning and business performance. The study contributes to the entrepreneurship field by looking at experiential learning beyond entrepreneurial intentions to action. In addition, the study demonstrates that experiential learning and its outcomes are influenced by the stage of the business and intended learning outcomes. Therefore, researchers and practitioners should consider entrepreneurial competencies from a multi-dimensional perspective.
The impact of mass media entrepreneurship education on entrepreneurial mindset and intentions
(Sage, 2024-10) Seoke, Seipati; Mamabolo, Anastacia.; Mtotywa, Matolwandile M.; mamaboloa@gibs.co.za
The existing research has focused on the role of traditional entrepreneurial education in promoting entrepreneurship. This study suggests that mass media radio entrepreneurial education, which is underexplored, fosters the development of an entrepreneurial mindset and intentions. As such, this study investigated how mass media entrepreneurial education influences entrepreneurial intentions through the development of entrepreneurial mindsets. Cross-sectional quantitative research was conducted on a final sample of 702 potential entrepreneurs in South Africa. Correlation analysis and structural equation modeling were used to analyze the data. The results of the study showed a strong positive relationship between some dimensions of mass media entrepreneurial education, an entrepreneurial mindset, and intentions. Entrepreneurial mindset derived from mass media education had a significant impact on entrepreneurial intentions. In addition, the entrepreneurial mindset mediates some dimensions of mass media entrepreneurial education and entrepreneurial intentions. The study showed alternatives to traditional entrepreneurial education programs. Mass media can be used as an alternative when formal entrepreneurial education is limited.
Green process innovation and financial performance in small and medium-sized enterprises in a developing country : role of resource orchestration
(Elsevier, 2025-02) Appiah, Listowel Owusu; Essuman, Dominic; Forson, Cassiel Ato; Boso, Nathaniel; Annan, Jonathan
While existing resource-based theorizations consider green process innovation as an important internal firm resource, this research utilizes the resource orchestration logic to argue that a greater capability to manage and deploy green process innovation is a major contributor to financial performance of small and medium-sized enterprises (SMEs). The study posits that conditions of high green value co-creation, supported by a robust customer-driven green strategy, enable SMEs to orchestrate green process innovation to improve financial performance. The study tests these arguments on primary data from 224 manufacturing SMEs in a developing country in Sub-Saharan Africa – Ghana. The results support the study’s theorizations. However, the study also finds that high green value co-creation, when supported with less emphasis on customer-driven green strategy, amplifies the financial benefits SMEs generate from green process innovation. These findings offer new insights into the resource orchestration conditions under which investments in green process innovation pay off.
Enhancing international business competence : how cognitive and exposure training approaches matter
(NISC (Pty) Ltd and Informa UK Limited (trading as Taylor & Francis Group), 2025) Boafo, Christopher; Dornberger, Utz; Boso, Nathaniel
This study draws insights from knowledge acquisition theory to examine how cognitive and exposure training approaches explain differences in international business competence (IBC). Following an interpretive phenomenological approach and in-depth interviews with 23 business school professors and 32 business executives on in-service training programs, the study finds that six major learning processes, which consolidate into cognitive-driven and exposure-driven training approaches, contribute to differences in IBC. The cognitive-driven training approach emphasizes the use of explicit knowledge activities, depth of interaction with internationally sourced academics and professionals, and breadth of international research and study contents to enhance IBC. Exposure-driven training focuses on fostering tacit knowledge activities, diversity of cultural experiences and skills, and participation in international affairs to build IBC. The implications of these findings for knowledge acquisition theory, practice, and policy are discussed.

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