Collectively, SA brands are suffering from a general lack of confidence — and this is the principal reason that many fail to find global traction. This blunt assessment comes from one of the world’s leading marketing brains, Jan-Benedict Steenkamp, Knox Massey distinguished professor of marketing at the Kenan Flagler School of Business at the University of North Carolina, in the US. Steenkamp spoke to the Financial Mail on the sidelines of the recent Wits Business School 2018 Emerging Markets Conference. Netherlands-born Steenkamp has been ranked number one in the world in scholarly influence in marketing. Apart from the self-esteem issue, he says local brands also fail to cohesively tell the global market about their strengths and what they have to offer, despite the best efforts of marketing bodies and organisations. He suggests they need to speak to each other more, find common points of co-operation and synergy, and develop a more collegial, outward-looking strategy. Steenkamp s...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as articles from our international business news partners; ProfileData financial data; and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now