dc.contributor.author |
Jansen van Rensburg, Mari
|
|
dc.contributor.author |
van Niekerk, Jacques
|
|
dc.date.accessioned |
2016-06-15T13:19:42Z |
|
dc.date.available |
2016-06-15T13:19:42Z |
|
dc.date.issued |
2010 |
|
dc.identifier.citation |
Jansen van Rensburg, M.van Niekerk, J. 2010,"Value differentiation: Creating customised value propositions in the South African cement industry",Management Dynamics,19(4):2-16 |
en |
dc.identifier.uri |
http://hdl.handle.net/10500/20634 |
|
dc.description.abstract |
Contemporary market conditions no longer allow
producers to classify their products as commodities or to
enjoy the luxury of focusing only on sales strategies at the
expense of product differentiation. However, the irony is
that this is the exact approach followed by South African
cement producers. This study proposes approaches that
could be used to differentiate value propositions offered by
cement producers, based on customer perceptions.
Data were collected from 306 respondents, representing
different business activities, by means of structured
telephonic interviews, and analysed by means of
correspondence analysis. The results suggest that
customers do indeed attach different levels of importance
to different value attributes, which indicates that value
differentiation could be used as a viable marketing strategy
in the cement industry. Indications are that customer value
perceptions could be enhanced by the introduction of new
or enhanced value attributes. |
en |
dc.language.iso |
en |
en |
dc.title |
Value differentiation: Creating customised value propositions in the South African cement industry |
en |
dc.type |
Article |
en |
dc.description.department |
Graduate School of Business Leadership (SBL) |
en |