Reason Masengu | North West University Mafikeng Campus (original) (raw)

Papers by Reason Masengu

The study was driven by the need to improve e-business usage and digital financial inclusion of ... more The study was driven by the need to improve e-business usage and digital financial
inclusion of the Micro, Small and Medium Enterprises (MSMEs) of the Common
Market for Eastern and Southern Africa (COMESA) region. These MSMEs were
negatively affected by COVID-19 pandemic and were struggling to remain viable as
the way to conduct business shifted from traditional channels to e-business channels.
The main objective of the study was to develop and test a framework which augments
digital financial inclusion through e-business usage among MSMEs in lagging
segments of the COMESA region. Three specific objectives were followed: to examine
the dynamic trend of e-business adoption among MSMEs of the COMESA region, to
analyze the factors affecting the adoption of e-business amongst MSMEs of the
COMESA region, and to examine the impact of e-business adoption on digital financial
inclusion among MSMEs of the COMESA region. The development of the study
variables was governed by the technology adoption models. The study clustered all
21 COMESA countries into five clusters using gross domestic product as the base.
From each of the five clusters, one country was selected at random for analysis. Thus,
the sampling frame was made up of five countries namely Eswatini, Kenya, Rwanda,
Zambia and Zimbabwe. Data was collected using a structured questionnaire in a cross
sectional survey. A cross sectional survey involves collecting data from a given
population only once at a specific time/period. The study results showed that the
dynamic trend of e-business adoption among MSMEs of the COMESA region showed
a positive trend towards the adoption of e-business tools/platforms and technologies.
This has been shown by the increasing number of MSMEs who are using e-platforms,
number of gadgets used, and uses of e-business platforms among countries. The
results further showed that the key determinants of e-commerce adoption in the
COMESA region are not fully explained by the theoretical factors of technology
adoption. There was no statistical evidence to support that e-business is driven by
simplicity of e-platforms (simplicity), value of e-business (utility), social support
(social), e-business infrastructure (Infrastructure) or intrinsic factors (Intrinsic). The
study however found that years in business, years using e-business platforms and
country-based differences have an impact on the decisions to adopt e-business. On
the contrary, the results also showed that e-business adoption does not have a
significant association with digital financial services in the region. The study therefore
recommends for the support of the establishment and development of e-business
models which align with the needs of MSMEs at the base of the economy; and to drive
demand and support of the on-boarding of micro-merchants onto formal e-business
platforms. The study informs policy making on digital financial inclusion and ebusiness through country specific policies as a blanket approach in COMESA may not
yield positive results due to differences in enabling environments among COMESA
member states.

African Journal of Business and Economic Research, Mar 26, 2022

As of January 2021, Southern Africa had the highest internet penetration rate in Africa, at 62 pe... more As of January 2021, Southern Africa had the highest internet penetration rate in Africa, at 62 per cent. The share of people using the internet in this area of Africa was even above the world average (59.5 per cent) (Statista, 2021). The internet has brought several opportunities, especially for fast-moving consumer goods retailers. This study, therefore, examines customer perceptions of emarketing used by FMCG retailers in Zimbabwe. This study aims to unpack the opportunities and challenges in the Zimbabwean environment, given that there are significant investments in internet Infrastructure (Potraz, 2021). Data were collected using a questionnaire, and the results affirmed the varying but significant degrees of influence of customers in rural and urban locations, gender, education and computer literacy levels, online shopping infrastructure, online shopping risk, online fraud, internet data costs and lack of online regulations on customer perceptions on adoption and implementation of online shopping among FMCG goods retailers in Zimbabwe. The findings of this study can assist retailers in developing new marketing strategies that will increase the adoption of online shopping. The study results are also important for the government, which is responsible for providing the necessary laws and regulations to adopt and implement e-marketing strategy.

European Journal of Business and Management Research

During the Covid-19 pandemic, some government restrictions to curb the spread of corona virus ren... more During the Covid-19 pandemic, some government restrictions to curb the spread of corona virus rendered print media obsolete. Social media became a convenient channel of communication. However, social media was awash with false and alarming information about the pandemic and government initiatives. This led to infodemic as consumers accessed misrepresented information on social media. As a result of social media infodemic, some consumers engaged in panic banking through withdrawal rush due to uncertain future expectation. This study aimed to examine the effect of social media infodemic during the Covid-19 pandemic on consumers’ panic intention behaviour in the banking industry. Data for the study was collected from 230 consumers of the baking industry in Oman using a questionnaire. A social media infodemic model was developed using a deductive approach. The study found out that social media infodemic was responsible for panic banking intention behaviour in Oman. The four determinants...

UnpackingtheEffectofSocialMediaInfodemiconConsumers’PanicBankingBehaviourduringtheCovid-19Pandemic.EvidencefromtheBankingSectorinOman, 2022

During the Covid-19 pandemic, some government restrictions to curb the spread of corona virus ren... more During the Covid-19 pandemic, some government restrictions to curb the spread of corona virus rendered print media obsolete. Social media became a convenient channel of communication. However, social media was awash with false and alarming information about the pandemic and government initiatives. This led to infodemic as consumers accessed misrepresented information on social media. As a result of social media infodemic, some consumers engaged in panic banking through withdrawal rush due to uncertain future expectation. This study aimed to examine the effect of social media infodemic during the Covid-19 pandemic on consumers' panic intention behaviour in the banking industry. Data for the study was collected from 230 consumers of the baking industry in Oman using a questionnaire. A social media infodemic model was developed using a deductive approach. The study found out that social media infodemic was responsible for panic banking intention behaviour in Oman. The four determinants of social media panic behaviour were all statistically significantly impacting on panic banking behaviour. The study concluded that social media infodemic is a key determinant of panic banking in the banking sector. In light of the above findings, the banking industry should monitor social media so as to dilute misinformation with factual corporate communications so as to minimise panic banking behaviour.

Nowadays, the economic situation in different parts of the world is witnessing unparalleled crise... more Nowadays, the economic situation in different parts of the world is witnessing unparalleled crises across different sectors. Globally, the growth rates of GDP of different countries around the world, flows of trade, investments in international markets, and supply chains are negatively affected. In particular, the continued growth of the health crisis pose significant effects on the global economy further than the traditional measures with a possibility for long-lasting and far-reaching difficulties. The economic predictions reveal increasing risks to a sustained worldwide recovery modelled by a renaissance of infectious COVID 19 cases and probable pressures allied with high consumer demand powered by growing personal savings. In the perspective of supply chain, visible shortages reveal enduring disturbances to labour markets, bottlenecks of production and supply chains, interruptions in the markets of global energy, and increased constraints towards shipping and transportation which are contributing to inflationary pressures.

The purpose of this study was to investigate factors influencing the enrollment of students into ... more The purpose of this study was to investigate factors influencing the enrollment of students into the Executive Masters of Business Administration (EMBA) Programme at Africa University in Mutare, Zimbabwe. Questionnaires were distributed to students, lecturers and administrators of the EMBA programme. The analysis showed one the factors hindering increased enrollment is cost. The fees are unaffordable given the fact that the majority of students pay from their personal savings. Moreover, there is emerging competition from other programmes offered by Africa University while other universities in Zimbabwe are offering similar programmes at a lower cost. The participant also indicated that quality of service needs to be improved and formal advertising and marketing efforts made as many participants indicated that they got to know about the programmes through informal means such as from friends.

This paper brings to the fore, an analysis of the performance of Hazard analysis and Critical Con... more This paper brings to the fore, an analysis of the performance of Hazard analysis and Critical Control point (HACCP) certified companies in terms of sales of liquid milk. The researcher used a sample size of 100 respondents and used both probability and nonprobability sampling in choosing respondents. The major conclusion was that there is no association between HACCP certification and sales of liquid milk. The research recommended that the government should ensure that they make these certifications mandatory and assist small and medium firms to be certified as to improve quality and protect consumers. The dairy firms should also take part in consumer education on the subject of quality and benefits of certification in order to increase sales.

For the past five years (2014-2019), Zimbabwe has been experiencing a rapid and fast-growing info... more For the past five years (2014-2019), Zimbabwe has been experiencing a rapid and fast-growing information, communication and technology (ICT) infrastructure which saw an expansion of broadband fibre network, data and Internet expansion throughout the country. A wide range of Internet infrastructural developments which include the rollout of 2G, 3G, 4G and 5G networks in different areas ensued. The notable attendant effect accompanying the technological developments in both the social and business environments across the world include but is not limited to a rapid consumer transition from traditional to new media. In the business context, especially marketing, the Internet now plays an important role for all enterprises in the way they market their products and services. E-marketing has since opened opportunities and benefits for businesses such as increased access to markets as well as collaboration with international retailers to improve customer satisfaction. Despite this and many other benefits as well as significant developments in the Zimbabwean Internet infrastructure noted above, e-marketing adoption by Fast Moving Consumer Goods (FMCG) retailers in Zimbabwe has been slower relative to countries such as South Africa, Nigeria and other developing countries who do have similar or slightly lower Internet infrastructure. Arising here is a pertinent question integral to this thesis: why is there such a low adoption and implementation of e-marketing among the FMCG retailers in Zimbabwe? Understanding this question is necessary in any attempt, as this study aims, to develop strategies to improve e-marketing adoption by FMCG retailers in Zimbabwe. Here, customer perspective remains key in addressing this key question. The study reported in this thesis employed a concurrent mixed method approach to explore the underlying issues regarding the low adoption of e-marketing despite high Internet penetration in Zimbabwe. In-depth interviews with purposely selected ICT managers of selected retail stores throughout the country were conducted concurrently with a questionnaire administration to more than 300 customers of these retail stores. Results show that there are both business and customer related factors that conspire to encumber e-marketing adoption. These factors include customer and managerial attitudes, lack of ICT skills, legal frameworks, and poor road infrastructure. Customer characteristics such as computer literacy, area of residence, gender, and level of education impact customer perceptions in ways that also encumber adoption of e-marketing. Fear of online risks, exploitation, and fraud also affect customer perceptions towards the use of e-marketing. iii To assist the Zimbabwean FMCG retailers, the thesis proposes a framework that incorporates customer perspective in the development of e-marketing. The framework is premised on three pillars namely: nature and characteristics of the operating environment, factors affecting the adoption and implementation and understanding customer perspective towards e-marketing. The study concludes that online retailers should aim at creating vibrant and sophisticated market places which create value and capture customer’s needs.

Asian Journal of Social Sciences and Management Studies, 2016

Management, 2021

The institutionalization of e-marketing strategies, their adoption, and implementation hinges on ... more The institutionalization of e-marketing strategies, their adoption, and implementation hinges on the customers' perceptions of the critical success factors that the literature identifies in terms of an online competitive advantage, online shopping infrastructure development, online customer relationship, and online shopping risk. To assess the critical success factors, a sample of 300 customers of the fast-moving consumer goods retailers throughout the provinces of Zimbabwe participated in this study. The results indicated that customers' province of residence, their education and computer literacy levels are significantly associated with the critical success factors (CSFs) of e-marketing adoption and implementation. However, the study found that gender does not significantly affect the e-marketing CSFs. It is suggested that the demographic characteristics, related to education, computer literacy levels, and the province of residence are the strategic criteria for niche mark...

NATION BRANDING: TWENTY-FIRST CENTURY BRANDING DYNAMICS IMPACTING EMERGING ECONOMIES IN THE GLOBAL MARKETPLACE , 2021

This study examines the extent to which nation branding antecedents can be leveraged to create a ... more This study examines the extent to which nation branding antecedents can be leveraged to create a strong nation brand for emerging economies. The Anholt (2002) nation branding model was quantitatively applied to develop a hexagon of factors which can affect developing economies. The Republic of Zimbabwe was targeted for analysis due to its national brand challenges and the negative brand equity. Data for the study was collected using structured questionnaires. Structural equation modelling (SEM) using Amos Graphics was the main tool for analysis. Findings suggest that government regulatory framework is the single most important key nation brand element which influences emerging economies' brands today. This is followed by tourism, natural resources, sport and entertainment, diasporic citizenry, and religion. The study concluded that if these affordances are capitalised, nation branding for emerging economies can be greatly improved by 58%. The study recommends government and private sector stakeholders to take active roles in capitalising these affordances in order to achieve the nation brand equity.

Journal of Contemporary Management Issues, 2021

The institutionalization of e-marketing strategies, their adoption, and implementation hinges on ... more The institutionalization of e-marketing strategies, their adoption, and implementation hinges on the customers’ perceptions of the critical success factors that the literature identifies in terms of an online competitive advantage, online shopping infrastructure development, online customer relationship, and online shopping risk. To assess the critical success factors, a sample of 300 customers of the fast-moving consumer goods retailers throughout the provinces of Zimbabwe participated in this study. The results indicated that customers’ province of residence, their education and computer literacy levels are significantly associated with the critical success factors (CSFs) of e-marketing adoption and implementation. However, the study found that gender does not significantly affect e-marketing CSFs. It is suggested that the demographic characteristics, related to education, computer literacy levels, and the province of residence are the strategic criteria for niche market segmentation and development that the fast-moving consumer goods retailers need to leverage for the successful adoption and implementation of e-marketing.

Critical success factors in e-marketing adoption and implementation among the fast-moving consumer goods retailers in Zimbabwe, 2021

This paper is based on the doctoral thesis entitled "A Framework to Enhance the Adoption of E-Mar... more This paper is based on the doctoral thesis entitled "A Framework to Enhance the Adoption of E-Marketing Strategies by Fast Moving Consumer Goods (FMCG) Retailers in Zimbabwe" by Reason Masengu (https://www. academia.edu/48928299/A_FRAMEWORK_TO_ENHANCE_THE_ADOPTION_OF_E_MARKETING_ STRATEGIES_BY_FAST_MOVING_CONSUMER_GOODS_FMCG_RETAILERS_IN_ZIMBABWE).

American Scientific Research Journal for Engineering, Technology, and Sciences, 2018

ON the 16th of November 2017, Zimbabwe woke up to a story which signalled an end to the leadershi... more ON the 16th of November 2017, Zimbabwe woke up to a story which signalled an end to the leadership of long-time president Robert Gabriel Mugabe. Mugabe had been in power since 1980 when Zimbabwe attained independence. Viewed as enigmatic, Mugabe’s political career is characterised by scheming, duplicity and worse he is considered a sheriff in a club of dictators [1]. In other circles, he is viewed as an icon and perhaps, one of Africa’s best nationalists. By squaring up to the might of the United Kingdom (UK) and United States of America (USA) over the land issue, Mugabe is viewed as courageous. It is the issue of land that saw the landless majority of black Zimbabweans waging war against British settlers. Before land reform, most of the prime land in Zimbabwe had been in the hands of a minority 400 white farmers of European decent. Notably, Mugabe alongside the late Joshua Nkomo among others led the struggle against colonialism. In some quarters, Mugabe’s leadership can be understo...

The International Coffee Agreement (ICA) aimed at strengtheningthe globalcoffee sector through th... more The International Coffee Agreement (ICA) aimed at strengtheningthe globalcoffee sector through the promotion of its sustainable expansioninamarket- based environment for the bettermentofall participants in the sector. This goal was meant to be achieved through five strategies, namely, (1) promoting international cooperation on coffee matters, (2) encouraging consumption that balances demand and supply, (3) providing market development, (4) facilitating fair-trade and (5) enhancing coffee financing for small scale farmers in developing countries. An exploratory aiming at assessing to what extent the ICA has succeeded in encouraging consumption of coffee in order to boost export market for small-scale producers in Manicaland, Zimbabwe showed that theICAis failing to promote distinctive coffeeconsumption. 90% of the responses stated that the ICA is promoting coffee consumption to a lower extent, an average of 7.5% agree that it is to a moderate extent while 2.5% agreed that ICA is prom...

World Journal of Business and Management, Jun 25, 2015

The International Coffee Agreement (ICA) aimed at strengthening the global coffee sector through ... more The International Coffee Agreement (ICA) aimed at strengthening the global coffee sector through the promotion of its sustainable expansion in a market-based environment for the betterment of all participants in the sector. This goal was meant to be achieved through five strategies, namely, (1) promoting international cooperation on coffee matters, (2) encouraging consumption that balances demand and supply, (3) providing mark et development, (4) facilitating fair-trade and (5) enhancing coffee financing for small scale farmers in developing countries. An exploratory study aiming at assessing to what extent the ICA has contributed to the development of export markets for small scale coffee growers in Manicaland, Zimbabwe showed that the ICA is failing to promote international market development. 99% of the respondents agree that it is doing it to a lower extent. This study recommends that the ICA should put in place a platform to incorporate the small scale farmers so that they increase their market spectrum in order to increase its export volumes and sustain the sector.

Urban Governance in Africa -A Perspective of E-Governance in South Africa Urban Municipalities, 2021

This research provides an insight into perceptions into e-governance in South Africa urban munici... more This research provides an insight into perceptions into e-governance in South Africa urban municipalities. This was done by assessing and explaining the role played by Information Communication Technology (ICT) tools and internetworks in promoting e-governance and improving service delivery in local authorities in the South African context.This study uses Siau and Long"s Synthesized Stage Model and Nath"s Interactive-Service Model to establish the uptake and usage of ICT by citizens.The qualitative research method was conducted throughinterviews from three (3) urban municipalities in South Africa.Executive members fromurban municipalities were interviewed.The study found that urban municipalities in South Africaare implementinge-governance as a full ecosystem by investing in ICT through its Integrated Development Plans (IDPs). Results indicate that urban governance in South Africa is taking a new landscape by moving from just "urban governance" to "urban e-governance". This study provided insight intothe underlying challenges of low uptake and usage of ICT by citizens. The study also contributes to the body of knowledge by developingan urban e-governance framework that improves service delivery for urban municipalities.

World Journal of Business and Management, 2015

&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;... more &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;The International Coffee Agreement (ICA) aimed at strengthening the global coffee sector through the promotion of its sustainable expansion in a market-based environment for the betterment of all participants in the sector. This goal was meant to be achieved through five strategies, namely, (1) promoting international cooperation on coffee matters, (2) encouraging consumption that balances demand and supply, (3) providing market development, (4) facilitating fair-trade and (5) enhancing coffee financing for small scale farmers in developing countries. An exploratory study aiming at assessing to what extent the ICA has contributed to the development of export markets for small scale coffee growers in Manicaland, Zimbabwe showed that the ICA is failing to promote international market development. 99% of the respondents agree that it is doing it to a lower extent. This study recommends that the ICA should put in place a platform to incorporate the small scale farmers so that they increase their market spectrum in order to increase its export volumes and sustain the sector.&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;

African Journal of Business and Economic Research, Mar 26, 2022

European Journal of Business and Management Research

UnpackingtheEffectofSocialMediaInfodemiconConsumers’PanicBankingBehaviourduringtheCovid-19Pandemic.EvidencefromtheBankingSectorinOman, 2022

During the Covid-19 pandemic, some government restrictions to curb the spread of corona virus ren... more During the Covid-19 pandemic, some government restrictions to curb the spread of corona virus rendered print media obsolete. Social media became a convenient channel of communication. However, social media was awash with false and alarming information about the pandemic and government initiatives. This led to infodemic as consumers accessed misrepresented information on social media. As a result of social media infodemic, some consumers engaged in panic banking through withdrawal rush due to uncertain future expectation. This study aimed to examine the effect of social media infodemic during the Covid-19 pandemic on consumers' panic intention behaviour in the banking industry. Data for the study was collected from 230 consumers of the baking industry in Oman using a questionnaire. A social media infodemic model was developed using a deductive approach. The study found out that social media infodemic was responsible for panic banking intention behaviour in Oman. The four determinants of social media panic behaviour were all statistically significantly impacting on panic banking behaviour. The study concluded that social media infodemic is a key determinant of panic banking in the banking sector. In light of the above findings, the banking industry should monitor social media so as to dilute misinformation with factual corporate communications so as to minimise panic banking behaviour.

Asian Journal of Social Sciences and Management Studies, 2016

Management, 2021

NATION BRANDING: TWENTY-FIRST CENTURY BRANDING DYNAMICS IMPACTING EMERGING ECONOMIES IN THE GLOBAL MARKETPLACE , 2021

Journal of Contemporary Management Issues, 2021

The institutionalization of e-marketing strategies, their adoption, and implementation hinges on ... more The institutionalization of e-marketing strategies, their adoption, and implementation hinges on the customers’ perceptions of the critical success factors that the literature identifies in terms of an online competitive advantage, online shopping infrastructure development, online customer relationship, and online shopping risk. To assess the critical success factors, a sample of 300 customers of the fast-moving consumer goods retailers throughout the provinces of Zimbabwe participated in this study. The results indicated that customers’ province of residence, their education and computer literacy levels are significantly associated with the critical success factors (CSFs) of e-marketing adoption and implementation. However, the study found that gender does not significantly affect e-marketing CSFs. It is suggested that the demographic characteristics, related to education, computer literacy levels, and the province of residence are the strategic criteria for niche market segmentation and development that the fast-moving consumer goods retailers need to leverage for the successful adoption and implementation of e-marketing.

Critical success factors in e-marketing adoption and implementation among the fast-moving consumer goods retailers in Zimbabwe, 2021

American Scientific Research Journal for Engineering, Technology, and Sciences, 2018

World Journal of Business and Management, Jun 25, 2015

Urban Governance in Africa -A Perspective of E-Governance in South Africa Urban Municipalities, 2021

World Journal of Business and Management, 2015

PhD Thesis, 2020

For the past five years (2014-2019), Zimbabwe has been experiencing a rapid and fast-growing info... more For the past five years (2014-2019), Zimbabwe has been experiencing a rapid and fast-growing information, communication and technology (ICT) infrastructure which saw an expansion of broadband fibre network, data and Internet expansion throughout the country. A wide range of Internet infrastructural developments which include the rollout of 2G, 3G, 4G and 5G networks in different areas ensued. The notable attendant effect accompanying the technological developments in both the social and business environments across the world include but is not limited to a rapid consumer transition from traditional to new media. In the business context, especially marketing, the Internet now plays an important role for all enterprises in the way they market their products and services. E-marketing has since opened opportunities and benefits for businesses such as increased access to markets as well as collaboration with international retailers to improve customer satisfaction. Despite this and many other benefits as well as significant developments in the Zimbabwean Internet infrastructure noted above, e-marketing adoption by Fast Moving Consumer Goods (FMCG) retailers in Zimbabwe has been slower relative to countries such as South Africa, Nigeria and other developing countries who do have similar or slightly lower Internet infrastructure. Arising here is a pertinent question integral to this thesis: why is there such a low adoption and implementation of e-marketing among the FMCG retailers in Zimbabwe? Understanding this question is necessary in any attempt, as this study aims, to develop strategies to improve e-marketing adoption by FMCG retailers in Zimbabwe. Here, customer perspective remains key in addressing this key question. The study reported in this thesis employed a concurrent mixed method approach to explore the underlying issues regarding the low adoption of e-marketing despite high Internet penetration in Zimbabwe. In-depth interviews with purposely selected ICT managers of selected retail stores throughout the country were conducted concurrently with a questionnaire administration to more than 300 customers of these retail stores. Results show that there are both business and customer related factors that conspire to encumber e-marketing adoption. These factors include customer and managerial attitudes, lack of ICT skills, legal frameworks, and poor road infrastructure. Customer characteristics such as computer literacy, area of residence, gender, and level of education impact customer perceptions in ways that also encumber adoption of e-marketing. Fear of online risks, exploitation, and fraud also affect customer perceptions towards the use of e-marketing.
iii
To assist the Zimbabwean FMCG retailers, the thesis proposes a framework that incorporates customer perspective in the development of e-marketing. The framework is premised on three pillars namely: nature and characteristics of the operating environment, factors affecting the adoption and implementation and understanding customer perspective towards e-marketing. The study concludes that online retailers should aim at creating vibrant and sophisticated market places which create value and capture customer’s needs.

The Impact of Post-Covid-19 Container Shortage Crisis on Global Supply Chains, 2021

Due to the Covid-19 pandemic, there has been disruption in international trade affecting many are... more Due to the Covid-19 pandemic, there has been disruption in international trade affecting many areas one of the sectors being the supply chain on products in different countries. Now most countries are back to manufacturing though an anomaly is evident on quantity produced resulting in a bullwhip effect on the fleet of the containers supply chain. There is incapacitation of production in some countries as the virus ravages the globe. This has led to an inverse balance in the quantity of container fleet flow in international trade. This has led to the research to delve into the container shortage globally which is now a crisis. Identification of the nature of the crisis, the analysis of the impact this has propelled to has been discussed. Post-Covid strategies to mitigate this effect are presented. Thematic analysis has been used in this juncture due to limitations and delimitations of geographical location and Covid-19 restrictions.