Masters Degrees (Communication Science)

Permanent URI for this collection

Now showing 1 - 1 of 1

Open Access
Communication as a stakeholder relationship-building factor in contributing to the success of small businesses in townships
(University of the Free State, 2023) Ntsongelwa, Avela; Breshears, Diana
The townships in Gqeberha are characterised by crime, poverty, and unemployment. Small businesses can address these challenges by providing employment opportunities, which in turn can help alleviate poverty and crime. Despite these challenges, there are small business owners and/or managers who see opportunities for their businesses in the township, as well as the importance of stakeholder relationships for businesses. The purpose of this study was to explore owners' and/or managers' views on the importance of effective communication and the role it plays in building positive stakeholder relationships, which in turn contribute to successful small businesses. The research questions focused on who small business owners and/or managers regard as their stakeholders, how small business owners and/or managers view communication with their stakeholders, what they regard as positive stakeholder relationships, and their experiences of running a small business. Data were collected through interviews and qualitatively analysed. The results showed that engaging with stakeholders contributes to forming positive stakeholder relationships, which help the organisation achieve its end goals.