Tendai Chikweche

Tendai Chikweche
Western Sydney University · School of Business

PgDipM,B.Comm(Hons),MBA,PhD

About

38
Publications
9,926
Reads
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585
Citations
Citations since 2017
15 Research Items
472 Citations
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2017201820192020202120222023020406080100
2017201820192020202120222023020406080100
2017201820192020202120222023020406080100

Publications

Publications (38)
Article
Africa is home to 27 of the world’s 28 poorest, marginalised and most vulnerable countries. There are limited studies on the challenges and opportunities of researching marginalised consumers in Africa, even though more than 440 million marginalised consumers consume products and services that require market research. This paper aims to critically...
Article
Full-text available
Our paper investigates how the heterogeneous structure of the middle class in sub-Saharan Africa influences its consumption of financial services, identifying drivers for their selection of these services. Implications for marketing practice are outlined. This research is an across-country city-based exploratory study in ten cities where structured...
Article
The article investigates the impact of COVID-19 on micro-business enterprises (MBEs), establishing the coping strategies used to mitigate the impact and build resilience. A practical framework for building resilience is recommended for use by the enterprises as part of contributing to the entrepreneurial revolution agenda. An online survey using Su...
Article
The article investigates how the dynamics and complexities of regional–rural areas in Australia influence micro-, small, and medium-sized enterprises’ (MSMEs) engagement with business advisory assistance services. Understanding these issues can be an important contribution to the entrepreneurial revolution that promotes equal distribution of resour...
Article
Current decision-making models do not cover the processes bottom of the pyramid consumers go through when selecting mobility solutions to address access challenges they face. We investigate the process these consumers go through in their complex context in adopting a community-based renewable energy mobility solution and developing a decision-makin...
Article
This research examines how Lao and Filipino consumers’ ethnicity and ethnic identity may influence consumer behavior and how individual acculturation may affect ethnic identity and ethnic consumer behavior in a multicultural environment. Multi-culturalism is a global phenomenon that has impacted how firms and consumers interact in Australia and Asi...
Article
This research reports on a cross-country based investigation of the floating middle class in Africa demonstrating how their behavior and structure influences the design of marketing mix strategies used by marketers. Questionnaires were used to collect data in ten African cities. Key findings include the importance of branding and core drivers for p...
Chapter
The informal economy’s importance in Africa is demonstrated by its significant contribution to the national economies of countries across the continent where informality is more of the rule than exception (ILO, 2020b). According to the International Labour Organization, the informal economy in Africa accounts for about 60–80% of employment on the c...
Article
This research investigates the core drivers for bottom of pyramid (BOP) consumers’ motivation for participating in value co-creation (VCC) projects with firms evaluating the influence of each of the drivers considering the heterogeneity nature of the BOP. Ethnographic observations and interviews were used to conduct the research in Zimbabwe. A key...
Article
This article reports on a cross-country city-based investigation that profiled the middle class in Africa and distinguished discrete segments that demonstrate the importance of heterogeneity when studying the middle class. The authors identified three distinct middle-class segments by administering both qualitative and quantitative questionnaires a...
Article
The purpose of this paper is to demonstrate the need for Business Advisors (BAs) who are not only capable of responding to small business enterprises’ (SBEs) current constraints but also capable of responding to their evolving needs due to the changing context and their growth. This dynamic environment is characterised by issues such as changing le...
Article
Purpose The purpose of the paper is to investigate the nature of variations among established and emerging middle class consumers in South Africa in response to the institution context factors associated with emerging markets that are established in international business studies. Design/methodology/approach An exploratory research approach usin...
Article
This paper is a systematic review of studies on the implementation of organizational learning (OL) in small and medium size enterprises (SMEs). The review demonstrates the need for a flexible but inclusive approach which accommodates nuances and complexities of SMEs’ dynamic operating environment and multiple stakeholders. Key findings from the stu...
Article
Purpose The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their purchase intention through different dimensions of perceived v...
Article
Purpose This article investigates the relationship between entrepreneurship and ethics under extreme poverty conditions to unearth context-specific nuances faced by entrepreneurs in these conditions. Design/methodology/approach A qualitative case study, research method approach was used to collect data from established firms engaged in some form...
Book
Full-text available
Over the past years, few African countries have been the focus of discussions and analyses generating a vast array of literature as much as Zimbabwe. The socioeconomic and political crises since the turn of the century have deeply transformed the country from the ideals of a vibrant freshly independent nation just two decades earlier. These transfo...
Article
Research on independent retail and grocery shops has largely been confined to more advanced markets such as those of the United States and the United Kingdom, ignoring trends in this sector in other markets such as Africa. Findings from these previous studies have established increasing pressure for survival faced by these independent retailers due...
Conference Paper
The purpose is to ascertain whether aesthetic appreciation by personal users of fairly standardized technology products such as smartphones is associated directly with purchase intention or through different forms of value perceived by potential purchasers. A framework is proposed and tested drawing on a sample of smart phone users. Alternative pat...
Article
Purpose – The purpose of this paper is to expand knowledge about how middle class consumers in Sub-Saharan African markets behave, focusing on the potential role of social networks and the subsequent interactions that take place between these consumers and firms. Design/methodology/approach – A qualitative research method approach comprising perso...
Article
Purpose – The main purpose of this paper is to investigate the factors that influence the growing African middle class (middle of pyramid; MOP) consumers' purchase decision making. Design/methodology/approach – A mixed qualitative research method approach comprising in-depth interviews was used to collect data from middle of pyramid consumers in f...
Article
The area of constraints that firms face when conducting business in difficult environments, such as the bottom of the pyramid (BOP), has been subject to scrutiny in international business. While there has been a general discussion of constraints that firms face in doing business at the BOP, there has been limited effort to constantly revisit these...
Article
Purpose – The purpose of this paper is to examine the reasons for firms’ continued presence in a difficult bottom of pyramid (BOP) environment, outlining the challenges of establishing a market orientation and required key strategic marketing requirements for effective engagement of this segment. Design/methodology/approach – A mixed research meth...
Article
Purpose The purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP). Design/methodology/approach Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at the BOP. Findings The key findings show that at the BOP, CRM...
Article
Research into entrepreneurship and business ethics has attracted increasing attention in western developed markets. However, the focus of recent studies into these issues has mostly been in Europe and North America, In the process, the impact of these issues on consumers and entrepreneurs exposed to extreme poverty has been overlooked. Using findin...
Article
Purpose ‐ The purpose of this paper is to argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP. Design/methodology/approach ‐ A mixture of qualitative data collection methods was used...
Article
Purpose The purpose of this paper is to examine qualitative issues involved in conducting research at the base of the pyramid (BOP). The paper reports on the differences between anticipated issues and the actual issues encountered in the conduct of research at the BOP in Zimbabwe. Design/methodology/approach Qualitative data collection methods com...
Article
Purpose This paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro‐environmental constraints. Because established perceptions of family purchase decision making are primarily drawn from western markets, this Zimbabwean...
Article
Bottom of the Pyramid (BOP) markets provide distinct marketing challenges to firms either serving these markets or intending to enter these markets. BOP markets have often been criticised for having weak supporting infrastructure such as inefficient or non-existence of distribution systems which hinder firms' ability to distribute products to consu...
Article
Purpose The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP. Design/methodology/approach Qualitative data collection methods comprising in‐depth one‐to‐one consumer interviews, focus groups...
Article
International marketers face the challenge of understanding the decision making process that consumers in subsistence marketplaces go through when choosing which products to buy. The unique characteristics of these marketplaces pose distinct challenges which researchers need to address in order to understand what motivates consumers in these market...
Article
Research on the effect of product country of origin (COO) also referred to as “made in campaigns” or “buy national campaigns” has attracted considerable attention from international marketing theorists for the past 40 years. This paper examines how the Proudly South African (PSA) initiative in the context of the global debate on the relevance of th...

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