Associate Professor, Nelson Mandela University, South Africa
Profile
Scopus
Evaluation of Adéle Potgieter for the “Best Researcher Award”
Strengths for the Award:
Extensive Academic Qualifications: Adéle Potgieter has a robust academic background with a PhD in Business Management from Nelson Mandela University, where her thesis focused on branding constructs and corporate reputation. This aligns well with her extensive teaching and research in marketing and management. Her educational qualifications are further complemented by a MCom in Business Management, a BCom Hons in Investment Management, and a BCom in Industrial Psychology.
Diverse Research Experience: Potgieter has conducted research in various facets of business management, particularly in branding, marketing, and consumer behavior. Her research has covered critical areas such as employer branding, corporate reputation, sensory branding, and the influence of branding on consumer decision-making. This diversity in research topics demonstrates her ability to adapt and explore different aspects of her field, making her a versatile researcher.
Strong Publication Record: Potgieter has a significant number of publications in reputable journals, including the African Journal of Business and Economic Research, International Journal of Contemporary Management, and Journal of Brand Strategy. Her work is frequently cited, indicating its impact and relevance in the field. Notable publications include studies on employer branding as a strategic tool and the influence of sensory branding on consumer behavior.
Contributions to Conferences: She has actively participated in numerous international conferences, presenting her research findings to a global audience. This includes her recent presentation on brand loyalty in the skincare industry at the 7th International Conference on Education, Business, Islamic, and Technology in 2023. Such engagements showcase her commitment to disseminating knowledge and contributing to scholarly discussions on a global scale.
Leadership in Academic and Professional Development: Potgieter has shown significant leadership in her roles at Nelson Mandela University, where she has been instrumental in mentoring postgraduate students, developing academic modules, and coordinating department activities. She also engages in continuous personal development, participating in workshops and courses that enhance her teaching and research capabilities.
Editorial and Review Contributions: Beyond her research and teaching, Potgieter serves as an assistant editor and reviewer for several international journals. Her involvement in reviewing academic work demonstrates her expertise and respect within the academic community.
Areas for Improvement:
Focus on Broader Impact and Community Engagement:Potgieter has a strong focus on community engagement and broader impact, serving in various roles such as Chairperson for multiple committees in George and Garden Route municipalities, organizing events for Cansa, and judging business awards. Their commitment extends to mentorship and program direction at local and regional levels.
Expanding Collaborative Networks:Potgieter’s actively engages in international collaborations, evidenced by presenting and publishing at the 17th International Conference of Marketing and Management in Greece (2019) and the ATINER’s 2022 Branding Colloquium in Athens. Their membership in the Athens Institute for Education and Research further underscores their commitment to global academic partnerships.
Increasing Research Grants and Funding: Although Potgieter has received NRF funding for her PhD studies, there is potential to pursue more external research grants and funding. Securing additional funding would not only bolster her research endeavors but also support larger, more impactful projects.
Enhancing Digital and Technological Integration in Research: Given the evolving nature of marketing and consumer behavior studies, particularly with the rise of digital technologies and analytics, there is an opportunity for Potgieter to further integrate advanced digital tools and methodologies into her research.
Education:
Doctorate (PhD) in Business Management (2017)
Nelson Mandela University
Thesis: “The influence of various branding constructs on corporate reputation”
MCom in Business Management (2013)
Nelson Mandela University
Thesis: “The influence of motivational factors on personal and corporate performance management”
BCom Hons in Investment Management (1992)
Rand Afrikaans University (RAU)
BCom in Industrial Psychology (1991)
Rand Afrikaans University (RAU)
Professional Experience:
Nelson Mandela University (George Campus)
Associate Professor, Department of Marketing Management
2008 – Present
Responsible for mentoring and facilitating learning for diverse groups in marketing, sales, advertising, and research methodology.
Conducts and supervises research, contributing to national and international academic journals in marketing, management, and consumer behavior.
Coordinates various modules and supervises PhD and Master’s students.
Lecturer, Department of Marketing Management/Tourism and Management
2004 – 2008 (Part-Time)
Development Bank of Southern Africa
Senior Financial Market Dealer
May 1992 – Jan 2004
Specialized in trading money market, capital market, and derivative instruments.
Managed asset and liability and client relationships.
Volkskas Merchant Bank (ABSA)
Capital Market Dealer
March 1991 – April 1992
Traded derivative instruments (options).
Independent Portfolio Consultants
Capital Market Dealer
Jan 1990 – Feb 1991
Managed back-to-back options trading and client accounts.
Publications Top Notes
The Influence of Visual Identity Elements on the Creation of a Footwear Brand in Ghana – African Journal of Business and Economic Research, 2024, 19(1), pp. 221–242
Do Anglophone Consumers Truly Trust or Simply Tolerate English Advertising? The Mediating Effect of Ethnic Self-Identification on Attitudes toward English Advertising and Advertising Trust – Journal of Promotion Management, 2024
Employer Branding – Elgar Encyclopedia of Corporate Communication, 2024, pp. 167–174
The Influence of Sensory Branding Strategies In-Store on Consumer Preference: The South African Skincare Industry – Journal of Brand Strategy, 2023, 12(2), pp. 194–220
The Influence of Employer Branding and Employees’ Personal Branding on Corporate Branding and Corporate Reputation – African Journal of Business and Economic Research, 2020, 15(2), pp. 107–133
Key Drivers for Same-Day Return Airline Choice of Business Travellers: A South African Community Airport Perspective – African Journal of Hospitality, Tourism and Leisure, 2020, 9(3), pp. 73–85
The Relationship Between Socio-Cultural Impacts of a Township Tour and the Overall Life Satisfaction of Residents in Townships in the Western Cape, South Africa – African Journal of Hospitality, Tourism and Leisure, 2019, 8(4)
Just How Much Do the Perceptions of Crime and Safety Influence Tourists’ Travelling to Emerging Countries? – African Journal of Hospitality, Tourism and Leisure, 2019, 8(3)
Socio-Cultural, Geographical and Financial Factors that Influence a Tourist’s Overall Experience of Township Tours in the Western Cape, South Africa – African Journal of Hospitality, Tourism and Leisure, 2019, 8(1), a32
Conclusion:
Adéle Potgieter is a strong candidate for the “Best Researcher Award,” given her extensive academic background, diverse research experience, and substantial contributions to the fields of marketing and business management. Her active participation in conferences, commitment to continuous personal development, and role in mentoring students further highlight her dedication to advancing knowledge and fostering academic growth. While there are areas for potential improvement, such as increasing community engagement and expanding her research network, her current achievements and ongoing contributions make her a compelling nominee for this award.