Please use this identifier to cite or link to this item:
Title: BBBEE ownerships issues in Cape Peninsula-based advertising agencies: a multiple case study approach
Authors: Duffett, Rodney 
Keywords: Advertising agencies;Cape Peninsula advertising industry;Black Economic Empowerment (BEE);ownership;transformation charters;multiple case study,
Issue Date: 2010
Publisher: Prof. Ansie Lessing
Source: Duffett, R.G., 2010. BBBEE ownerships issues in Cape Peninsula-based advertising agencies: a multiple case study approach. Journal of Contemporary Management, 7(1): 4-55.
Journal: Journal of Contemporary Management 
Abstract: The advancement of transformation has been a protracted and complex process, but the South African (SA) government has made some degree of progress with the gazetting of Black Economic Empowerment (BEE) legislation over the past decade. The SA advertising industry received criticism for its sluggish transformation progress, which led to allegations of racism in the early 2000s. Consequently, the main purpose of this study is to examine the benefits and challenges emanating from the Cape Peninsula-based advertising agencies' efforts to attain the Broad-Based Black Economic Empowerment (BBBEE) Codes of Good Practice (Codes) scorecard and Marketing, Advertising and Communication (MAC) transformation charter ownership targets. The multiple case study approach was applied and a semi-structured interview guide was used to extract a wealth of data from the Cape Peninsula advertising industry. The results revealed numerous problems and benefits as a consequence of the agencies deliberate attempts to achieve the targets.
Description: Article
ISSN: 1815-7440
Appears in Collections:BUS - Journal Articles (DHET subsidised)

Files in This Item:
File Description SizeFormat 
Duffett_RG_Bus_2010.pdfArticle1.06 MBAdobe PDFView/Open
Show full item record

Page view(s)

checked on Feb 9, 2021


checked on Feb 9, 2021

Google ScholarTM



This item is licensed under a Creative Commons License Creative Commons