The effectiveness of brand experience as a differentiator in the South African insurance industry

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2017Purpose: This study investigates the effectiveness of brand experience as a differentiator in the South African short-term insurance industry. Design/Methodology/Data Collection: This paper reviewed available literature in the fields of brand experience, brand differentiation, brand distinctiveness as well as the South African short-term insurance industry. A quantitative approach was used in order to prove the effectiveness of brand experience as a differentiator. The data was collected through a snowball sample using the Qualtrics online platform with a total of 101 responses received. Structural equation modelling was used to analyse the relationship between the variables identified in the study. Key findings: Brand distinctiveness and brand personality have a positive effect on brand experience. A decrease in brand differentiation however has a high likelihood of resulting in an increase in brand experience. The same applies the other way round. A combination of brand personality, education, employment status and consequences of brand experience affect brand distinctiveness positively. Implications: A highly competitive market as well as changing customer demands have resulted in marketers being challenged to develop strategies that will enable brands to connect both rationally and emotionally with their customers. Brand experience is crucial in achieving this. Research Limitations: The study only focussed on short-term insurance policy holders based in Johannesburg and excluded the rest of the country. Further research could consider looking at the rest of the countryMT201

Strategies to Manage Quality in Outsourced Manufacturing Processes

Offshore outsourcing operations that involve high risks of noncompliance with quality specifications have been studied among scholars. Researchers have demonstrated that organizations pursue offshore outsourcing to reduce costs and to remain competitive; however, noncompliance with quality specifications increases product costs. Grounded in the total quality management model, the purpose of this qualitative multiple case study was to explore business managers’ strategies used to ensure compliance with quality standards when outsourcing manufacturing processes internationally. The participants consisted of 3 managers of companies in Riverside County, California, who successfully outsourced offshore manufacturing operations. Data were collected through face-to-face interviews and validated with organizational documents. Thematic data analysis was conducted through coding and identification of the main themes. Three themes emerged: criticality of the quality management system, compliance with product quality standards, and standardization of manufacturing processes. Recommendations for managers include implementing strategies to ensure that foreign suppliers have an effective quality system to manage product quality. The implications for positive social change include the potential to produce higher quality products with fewer recalls for the protection of the safety and health of consumers and maintaining or increasing the revenue of the businesses to influence the stability and growth of employment