Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: BLACK LIKE ME: CREATING A LEGACY PART E
Title
BLACK LIKE ME: CREATING A LEGACY PART E
Author
Heil, D; Maduma, S
Pages
3
Product Type
Reference #
807-049-1
Teaching Note
not available
Institute
Setting
Johannesburg
Year
2007
Keywords
Entrepreneurship, Strategy, Family business
Summary/
Abstract
Abstract
By 2007, the South African business environment had changed significantly. After 1994, democratisation had led to an abundance of business opportunities in South Africa, which foreign firms were keen to exploit. This only served to increase the competition faced by local companies, and 'Black Like Me' was no exception. The new generation of customers did not share the same sentiments as the generation to which 'Black Like Me' had first been introduced. Therefore Connie Mashaba had to ensure that the 'Black Like Me' brand remained relevant to the younger generation of customers, at the same time as maintaining its name and giving customers what they wanted.
The Impact of AABS Video
"The impact of AABS Video" was filmed at the Gordon Institute of Business Science, Johannesburg and at the University of Cape Town Graduate School of Business, Cape Town during the AABS Members Meeting and Conference 2011.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
