Papers by Lentswe Mosweunyane
Suider-Afrikaanse tydskrif vir Entrepreneurskap en Kleinsake, Apr 28, 2022
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African Journal of Science, Technology, Innovation and Development, May 4, 2017
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African Journal of Hospitality, Tourism and Leisure, 2019
In view of the growing diversity of stakeholders that emerging, tourism businesses are envisaged ... more In view of the growing diversity of stakeholders that emerging, tourism businesses are envisaged to engage with in their businesses, small, micro and medium enterprises' sub-optimal utilisation of social media technology (SMT) for branding and marketing of their products and services is ironic and problematic. Perhaps the persistent inability of such businesses to augment their customer base stems from their dependence on traditional technologies such as television and newspapers for marketing their activities. However, these traditional technologies do not actively increase the visibility of brands to customers and to broader markets the same way SMTs would. To close this gap, this paper examines tourism SMMEs' extent of use of SMTs to position and market brands. A quantitative approach and survey was conducted on 234 tourism SMMEs' owner/managers in the Free State province of South Africa to establish the influence of SMTs on the branding and marketing of their product...
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South African Journal of Economic and management Sciences, 2019
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Hair salons provide a partial solution to South Africa's high unemployment, poverty and inequ... more Hair salons provide a partial solution to South Africa's high unemployment, poverty and inequality problems because they are labour intensive and have low start-up costs making them affordable even to the poor and the marginalised. Dr. Ruth Segomotsi Mompati District Municipality in South Africa is a socioeconomically depressed area that largely depends on hair salons for employment. The prosperity of hair salons is therefore critical to the economic well-being of the inhabitants of the area. The proliferation of hair salon business since South Africa's 1994 democracy has led to fierce competition among these businesses in the region. There is a consensus that in the current information economy, effective records management allows for quick access to reliable information which is key for business success. In addition, the resource-based view (RBV) of the firm suggests that quick access to reliable information allows firms such as hair salons to gain sustainable competitive a...
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Thesis (M. Tech. (Business administration)) - Central University of technology, Free State, 2013
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South African Journal of Economic and Management Sciences, 2019
Background: While the proliferation of social media is hailed for increasing corporate business
n... more Background: While the proliferation of social media is hailed for increasing corporate business
networking and competitiveness, this claim has not been sufficiently tested in tourism small,
medium and micro enterprises (SMMEs) in African emerging economies where traditional
communication modes tend to dominate.
Setting: This study investigates the use of social media in tourism SMMEs to widen their
business networks to increase competitiveness.
Aim: This study contributes to the debate on business networking among stakeholders within
the tourism sector.
Methods: To close the research gap, the current study employed stakeholder theory and
survey data of 123 hospitality SMMEs to explore the influence of social media utilisation for
business networking with stakeholders and its effect on business competitiveness.
Results: Findings showed that the majority of tourism SMMEs used social media technologies
to retain their customer base, solicit feedback from customers, assert their dominance in the
market, maintain contact between their co-workers and share information. Moreover, the
findings indicate that there is a significant positive relationship between social media business
networking and competitiveness of these firms. The study recommended that tourism SMMEs
should create a policy framework for comprehensive stakeholder engagement that serves the
interests of all individuals.
Conclusion: To increase the competitiveness of such firms, SMMEs should incorporate
social media into their formal internal and external information strategy.
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While customers have adopted social media technologies (SMTs) to access and purchase products and... more While customers have adopted social media technologies (SMTs) to access and purchase products and services, there is a dichotomy between such uses and the reluctance of emerging South African businesses to adopt such technologies for marketing of their brands. Large businesses have also exploited the benefits of economies of scale to market their services/products aggressively in ways that threaten the potential of small, emerging businesses to compete actively with such businesses in resource constrained environments. Yet small businesses remain the cash cows of emerging economies that contribute significantly to economic growth, employment generation, export promotion and social empowerment of citizens of developing economies. This theoretical paper adopts the stakeholder theory to articulate the corporate value small businesses could derive from the adoption of SMTs including the potential risks associated with this marketing strategy. The conceptual framework argues that
the viral and interactive nature of SMT communication provides opportunities for productive engagements and competitive transactions among the small business and its suppliers, customers, competitors and other business regulators. Therefore, SMTs provide a productive platform for the reinforcement of competitive marketing strategies and development of positive business relationships with stakeholders through the appropriate management of their expectations and agreed objectives to sustain fruitful SMME business experiences.
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Conference Presentations by Lentswe Mosweunyane
Despite the huge incentives and policy interventions for small business development instituted by... more Despite the huge incentives and policy interventions for small business development instituted by the South African government over the past fifteen years, there is limited evidence of transition of informal businesses to the formal sector. Furthermore, the high rate of unemployment in the country points to the growing incapacity of mainstream small scale micro and medium enterprises (SMMEs) to address the chronic social ills of poverty, unemployment, inequality and social deprivation ravaging the country. This theoretical study renders a detailed narrative of the status, growth opportunities and current setbacks of the South African SMME sector with a view to proposing best practices of SMME development and economic sustainability. Building on the current government interventions designed to promote growth without equity, we propose that advancing a poverty-reduction approach to entrepreneurship hinges on the intersection between sustainable seed funding, commercialization of business activities, strong managerial approaches and capacity development of SMME managers' skills. Such an integrated approach strengthens the potential of SMMEs to survive the competition from established commercialized enterprises.
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Papers by Lentswe Mosweunyane
networking and competitiveness, this claim has not been sufficiently tested in tourism small,
medium and micro enterprises (SMMEs) in African emerging economies where traditional
communication modes tend to dominate.
Setting: This study investigates the use of social media in tourism SMMEs to widen their
business networks to increase competitiveness.
Aim: This study contributes to the debate on business networking among stakeholders within
the tourism sector.
Methods: To close the research gap, the current study employed stakeholder theory and
survey data of 123 hospitality SMMEs to explore the influence of social media utilisation for
business networking with stakeholders and its effect on business competitiveness.
Results: Findings showed that the majority of tourism SMMEs used social media technologies
to retain their customer base, solicit feedback from customers, assert their dominance in the
market, maintain contact between their co-workers and share information. Moreover, the
findings indicate that there is a significant positive relationship between social media business
networking and competitiveness of these firms. The study recommended that tourism SMMEs
should create a policy framework for comprehensive stakeholder engagement that serves the
interests of all individuals.
Conclusion: To increase the competitiveness of such firms, SMMEs should incorporate
social media into their formal internal and external information strategy.
the viral and interactive nature of SMT communication provides opportunities for productive engagements and competitive transactions among the small business and its suppliers, customers, competitors and other business regulators. Therefore, SMTs provide a productive platform for the reinforcement of competitive marketing strategies and development of positive business relationships with stakeholders through the appropriate management of their expectations and agreed objectives to sustain fruitful SMME business experiences.
Conference Presentations by Lentswe Mosweunyane
networking and competitiveness, this claim has not been sufficiently tested in tourism small,
medium and micro enterprises (SMMEs) in African emerging economies where traditional
communication modes tend to dominate.
Setting: This study investigates the use of social media in tourism SMMEs to widen their
business networks to increase competitiveness.
Aim: This study contributes to the debate on business networking among stakeholders within
the tourism sector.
Methods: To close the research gap, the current study employed stakeholder theory and
survey data of 123 hospitality SMMEs to explore the influence of social media utilisation for
business networking with stakeholders and its effect on business competitiveness.
Results: Findings showed that the majority of tourism SMMEs used social media technologies
to retain their customer base, solicit feedback from customers, assert their dominance in the
market, maintain contact between their co-workers and share information. Moreover, the
findings indicate that there is a significant positive relationship between social media business
networking and competitiveness of these firms. The study recommended that tourism SMMEs
should create a policy framework for comprehensive stakeholder engagement that serves the
interests of all individuals.
Conclusion: To increase the competitiveness of such firms, SMMEs should incorporate
social media into their formal internal and external information strategy.
the viral and interactive nature of SMT communication provides opportunities for productive engagements and competitive transactions among the small business and its suppliers, customers, competitors and other business regulators. Therefore, SMTs provide a productive platform for the reinforcement of competitive marketing strategies and development of positive business relationships with stakeholders through the appropriate management of their expectations and agreed objectives to sustain fruitful SMME business experiences.