The perceived contribution of the practise of strategic marketing on the performance of South African companies

Article


Jansen van Rensburg, M., Venter, P. and Strydom, J.W. 2012. The perceived contribution of the practise of strategic marketing on the performance of South African companies. Journal of Contemporary Management. 9 (1), pp. 24-47.
TypeArticle
TitleThe perceived contribution of the practise of strategic marketing on the performance of South African companies
AuthorsJansen van Rensburg, M., Venter, P. and Strydom, J.W.
Abstract

Despite criticism that the marketing discipline has a diminished role and influence within academia and business, there is general agreement that strategic marketing practice could contribute to company performance. The focus of this article is on how South African companies implement key strategic marketing concepts in order to establish a pattern of organisational behaviour around strategic marketing practice. The perceived contribution of these practices on company performance is also established. The South African perspective provides new insight into the practice and compliance of marketers within the context of developing countries. Insight of 167 South African marketing executives, obtained by means of a quantitative survey, suggests that although most firms performed strategic marketing activities, they were less confident that they established a competitive advantage or customer insight from doing so. The relative importance of customer insight was demonstrated by the fact that it had a significant correlation with financial performance, whereas segment-based marketing activities did not. Merely 'ticking the boxes' and performing strategic marketing activities for the sake of it is thus not enough to improve financial performance.

JournalJournal of Contemporary Management
ISSN
Electronic1815-7440
Publication dates
Online01 Jan 2012
Print01 Jan 2012
Publication process dates
Deposited29 May 2024
Output statusPublished
Web address (URL)https://hdl.handle.net/10520/EJC51125
LanguageEnglish
Permalink -

https://repository.mdx.ac.uk/item/12v9y6

  • 28
    total views
  • 0
    total downloads
  • 3
    views this month
  • 0
    downloads this month

Export as

Related outputs

Shared sensemaking during a strategic change process: a non-managerial perspective
de Metz, N., Jansen van Rensburg, M. and Davis, A. 2024. Shared sensemaking during a strategic change process: a non-managerial perspective. Journal of Strategy and Management. 17 (4), pp. 763-780. https://doi.org/10.1108/jsma-10-2023-0264
Fostering effective governance through intragovernmental networks: a case of a justice, crime prevention and security cluster network
Mphahlele-Ntsasa, L. and Jansen van Rensburg, M. 2024. Fostering effective governance through intragovernmental networks: a case of a justice, crime prevention and security cluster network. Discover Global Society. 2 (1). https://doi.org/10.1007/s44282-024-00048-6
Acting strategically during change: A process and dwelling world-view approach
de Metz, N., Jansen van Rensburg, M. and Davis, A. 2023. Acting strategically during change: A process and dwelling world-view approach. Journal of Change Management. 23 (3), pp. 250-268. https://doi.org/10.1080/14697017.2023.2238744
Middle managers’ strategising practices to effect strategic change
van Niekerk, K. and Jansen van Rensburg, M. 2022. Middle managers’ strategising practices to effect strategic change. Journal of Change Management. 22 (3), pp. 273-291. https://doi.org/10.1080/14697017.2022.2040572
Organisational climate, person–organisation fit and turn over intention: a generational perspective within a South African Higher Education Institution
Grobler, A. and Jansen van Rensburg, M. 2019. Organisational climate, person–organisation fit and turn over intention: a generational perspective within a South African Higher Education Institution. Studies in Higher Education. 44 (11), pp. 2053-2065. https://doi.org/10.1080/03075079.2018.1492533
Nkandla: The unexplored frontier for heritage tourism to Zululand, South Africa
Henama, U.S., Jansen van Rensburg, M. and Nicolaides, A. 2016. Nkandla: The unexplored frontier for heritage tourism to Zululand, South Africa. African Journal of Hospitality, Tourism and Leisure. 5 (2), pp. 1-16.
The impact of managerialism on the strategy work of university middle managers
Davis, A, Jansen van Rensburg, M. and Venter, P. 2016. The impact of managerialism on the strategy work of university middle managers. Studies in Higher Education. 41 (8), pp. 1480-1494. https://doi.org/10.1080/03075079.2014.981518
Transformation in the South African mining industry - looking beyond the employment equity scorecard
Jansen van Rensburg, M. and Moraka, N.V. 2015. Transformation in the South African mining industry - looking beyond the employment equity scorecard. Journal of the Southern African Institute of Mining and Metallurgy. 115 (8), pp. 669-678. https://doi.org/10.17159/2411-9717/2015/V115N8A2
SMEs wealth creation model: A conceptual framework
Asikhia, O.U. and Jansen van Rensburg, M. 2015. SMEs wealth creation model: A conceptual framework. African Journal of Hospitality, Tourism and Leisure. 4 (1), pp. 1-19.
An analysis of theological and strategic management perspectives of Moses as a leader
Jansen van Rensburg, M. and Nicolaides, A. 2015. An analysis of theological and strategic management perspectives of Moses as a leader. Pharos Journal of Theology. 96 (1), pp. 1-16.
Making strategy work: The role of the middle manager
Jansen van Rensburg, M., Davis, A. and Venter, P. 2014. Making strategy work: The role of the middle manager. Journal of Management & Organization. 20 (2), pp. 165-186. https://doi.org/10.1017/jmo.2014.33
The relationship between marketing intelligence and strategic marketing
Venteer, P. and Jansen van Rensburg, M. 2014. The relationship between marketing intelligence and strategic marketing. South African Journal of Economic and Management Sciences. 17 (4), pp. 440-456. https://doi.org/10.4102/sajems.v17i4.642
Relevance of travel agencies in the digital age
Jansen van Rensburg, M. 2014. Relevance of travel agencies in the digital age. African Journal of Hospitality, Tourism and Leisure. 31 (1), pp. 1-9.
Uncovering client retention antecedents in service organizations
Jansen van Rensburg, M. 2014. Uncovering client retention antecedents in service organizations. African Journal of Hospitality, Tourism and Leisure. 3 (1), pp. 1-14.
Boards and governance in African national cricket organizations: an exploratory study
Jansen van Rensburg, M., Venter, P. and Kriek, H.S. 2013. Boards and governance in African national cricket organizations: an exploratory study. Southern African Business Review. 17 (2), pp. 23-44.
A longitudinal analysis of the corporate strategic stance and actions employed by South African banks in response to the global economic crisis
Jansen van Rensburg, M. and Venter, P. 2012. A longitudinal analysis of the corporate strategic stance and actions employed by South African banks in response to the global economic crisis. African Journal of Business Management. 6 (34), pp. 9634-9648. https://doi.org/10.5897/AJBM12.636
Drivers of learning management system use in a South African open and distance learning institution
Venter, P., Jansen van Rensburg, M. and Davis, A. 2012. Drivers of learning management system use in a South African open and distance learning institution. Australasian Journal of Educational Technology. 28 (2), pp. 183-198. https://doi.org/10.14742/ajet.868
Branding and packaging design: Key insights on marketing milk to low-income markets in South Africa
Van Biljon, W. and Jansen van Rensburg, M. 2011. Branding and packaging design: Key insights on marketing milk to low-income markets in South Africa. African Journal of Business Management. 5 (22), pp. 9548-9558.
Service-Learning: Business School students working for the common good
Jansen van Rensburg, M. and Carmichael, T. 2011. Service-Learning: Business School students working for the common good. Alternation. 18 (1), pp. 155-176.
Value differentiation: Creating customised value propositions in the South African cement industry
Jansen van Rensburg, M. and Van Niekerk, J. 2010. Value differentiation: Creating customised value propositions in the South African cement industry. Management Dynamics : Journal of the Southern African Institute for Management Scientists. 19 (4), pp. 2-16.
Dimensions of advertising agency client satisfaction
Jansen van Rensburg, M. 2010. Dimensions of advertising agency client satisfaction. Journal of Contemporary Management. 7 (1), pp. 549-573.
Approaches taken by South African advertisers to select and appoint advertising agencies
Jansen van Rensburg, M., Venter, P. and Strydom, J.W. 2010. Approaches taken by South African advertisers to select and appoint advertising agencies. Southern African Business Review. 14 (1), pp. 1-26.
Advertising agency retention: Views from South African advertisers
Jansen van Rensburg, M., Venter, P. and Strydom, J.W. 2009. Advertising agency retention: Views from South African advertisers. South African Journal of Business Management. 40 (4), pp. 25-36. https://doi.org/10.4102/sajbm.v40i4.548
Best practice in South African loyalty-based management : an exploratory study : research article
Jansen van Rensburg, M. and Venter, P. 2004. Best practice in South African loyalty-based management : an exploratory study : research article. Southern African Business Review. 8 (2), pp. 51-64.