Chapter 12: Entrepreneurship and Small Businesses

Title: Determining the advertising mediums used by small businesses in Soweto to promote sustainable development

Reference: WORLD SUSTAINABLE DEVELOPMENT OUTLOOK 2006 pp. 392 - 405

Abstract/Summary: As more money is invested in the redevelopment of Soweto, a black urban residential area in South Africa there has been a growth in the number of small businesses starting up in the area. This increase in small businesses has seen an increase in competition amongst businesses. Advertising has been seen as a means to aid these small businesses to differentiate them from the competition. Qualitative, exploratory research was used in the form of in-depth interviews with managers and owners of small businesses in Soweto. It was found that there has been an increase in the amount of small businesses in Soweto and business owners appreciated a need for advertising to differentiate themselves from other businesses in the area. Results from this investigation revealed new ways in which small businesses operating in changing Sowetan business environment can advertise and which advertising mediums are most effective.

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