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The purpose of this paper is to investigate the lessons that could be learnt from the first year of implementing the Wholesale and Retail Sector Education and Training Authority’s Rural Development Programme.

This exploratory, qualitative study involved unemployed people from a rural location in Mpumalanga Province, South Africa. A focus group and in-depth interviews were held with the current learners, the programme manager, the skills training providers, and the royal custodian of the locality.

While highlighting the factors that enhance success as well as those that impede development, the study found that the learnership contributed significantly to social transformation through rural entrepreneurship. It empowers disadvantaged women and youths to gain access and skills which, if the recommended measures to sustain the programme are implemented, could enable them to grow bigger businesses.

Since this was an exploratory, qualitative study, the limitations of a small, convenience sample need to be overcome by a larger, quantitative study, and a more complete collection of accurate secondary data.

Despite the obvious limitations, this study has contributed to the literature on both rural entrepreneurship and transformation in South Africa. Both are under-researched topics, despite transformation being a socio-political imperative and entrepreneurship, especially in rural areas, being a key to overcoming South Africa’s high unemployment rate.

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

In recent years business organisations have recognised the great profits potential offered by the demand for status goods and have sought to encourage still higher levels of status seeking among consumers. To this end, many products are designed and promoted either wholly or partly as status symbols, with marketing strategies geared to securing rapid rates of social obsolescence in goods and services on offer. At the same time, we still know remarkably little about conspicuous consumption itself or about buyer behaviour in the market for status goods. This article examines the special characteristics of the conspicuous consumer and explores ways in which marketing planning may be improved.

States that status and prestige considerations play a significant part in shopping preferences for products, which, although they appear to have a direct utility, serve only as a means of displaying wealth and purchasing power. Examines the literature on the subject, looking at the conspicuous customer, for whom the cost of a purchase is only of real significance and not the product. Suggests, from the literature, that consumer behaviour and demand for status goods and services needs further investigation.

The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a complexity lens.

A marketing mix model, derived from complexity literature, was assessed via a multiple case study to identify the type of marketing mix suggested for a complex, turbulent environment. The study was exploratory, using in‐depth interviews with two companies in the IT industry.

The results tentatively confirmed that the more successful company used a destabilizing marketing mix, and suggest that using complexity theory to develop marketing tactics could be helpful in turbulent environments.

The findings are limited by the study's exploratory, qualitative nature and the small sample. Generalizing should be done with care and therefore further research with larger samples and in different environments is recommended.

The paper will benefit marketers by emphasizing a new way to consider future marketing activities of their companies. The model can assist marketers to identify the tactics to use, dependent on the nature of their environment.

Most work on complexity in marketing has concentrated on strategy, with little emphasis on tactics and the marketing mix. Therefore, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.

This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”.

A mixed methodology was adopted. This involved both in‐depth interviews with 30 consumers and a postal survey of 1,000 consumers. Beliefs, attitudes, normative and control issues were measured within the context of the theory of planned behaviour (TPB). Structural equation modelling was used to explore a series of dependence relationships simultaneously.

Overall, consumers' moral obligations towards food‐animals as well as consumer location are confirmed as influencing ethical brand choice. Both variables provide additional predictive capability improvements, raising the percentage of explained variance by 28 per cent to 80 per cent. The RSPCA's brand extension is clearly successful in terms of the positive, association value between the parent brand and the extended brand. However, market opportunities to increase market potential exist. These opportunities are discussed.

Despite the plethora of brand extensions amongst conventional fast‐moving consumer goods, the success of the brand extension concept remains unexplored amongst ethical products. Similarly, within the ethical consumption literature the majority of ethical research focuses either on environmental issues or Fair Trade purchasing behaviour, with much less attention given to societal concern for animal welfare. Additional originality is gained by exploring consumer purchase activities of “Freedom Food” branded meat by adopting the TPB as a theoretical framework.

This paper seeks to investigate the influence of the external environment on the choice of strategic management activities, from a chaos and complexity perspective, since a business environment is a complex adaptive system.

The study in this paper was of an exploratory nature, using the qualitative techniques of case study, depth interviews and document analysis to collect data from two companies each in the IT and packaging industries, namely, more successful/less successful companies.

The paper finds that first, it was proposed that more successful companies in turbulent environments would use radical, fast and disruptive strategies. Furthermore, strategy making should be a democratic, bottom‐up process and should be organic, self‐organising, adaptive and emergent. The results confirmed these propositions. Second, it was proposed that more successful companies in stable environments would use more traditional management and strategies and more formal strategy planning activities. The findings did not confirm this proposition, probably due to the fact that in reality a truly stable environment does not exist in South Africa.

This paper is of benefit to managers and strategists by emphasising a new way to consider the future management and strategies of their companies. Since businesses and markets are complex adaptive systems, using complexity theory to increase understanding of how to cope in complex and turbulent environments is necessary, but has not been widely researched.

Reviews a number of articles emerging from an American research workshop focused on “meaning, measure, and morality of materialism”. Strong evidence here of the fragmenting of common markets, and marketing management′s responsibility (?) for destroying civilization as we know it!

Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements.