SA brands lack confidence on global stage
Local brands could up their game by cohesively telling the global market what they have to offer and developing a more collegial, outward-looking strategy
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...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.