NRF 25 years: Zinzi Magoda

This year, the NRF is celebrating a major milestone in our history as we commemorate 25 years of Research, Innovation, Impact and Partnerships. It always gives us great joy to share the accomplishments and impact of the many students and researchers we have supported during various stages of their careers. We thank all participants for submitting their stories and hope you enjoy reading about their journey with the NRF.

Ms Zinzi Magoda is a Lecturer in the Department of Entrepreneurship and Business Management at the Cape Peninsula University where she lectures on entrepreneurial skills and marketing. She holds an NRF Black Academics Advancement Programme (BAAP) Grant.

How did your journey start?

I’m a dedicated academic with a rich educational background and extensive expertise in business management, entrepreneurship, marketing, operations management, and quality. Through my experience, I demonstrate a wealth of knowledge and passion for the academic role.

I have diligently pursued my academic journey, earning qualifications that reflect my commitment to excellence. I hold a Master of Technology (MTech) degree in Business Administration, with a specialisation in entrepreneurship and marketing, and another Master of Technology (MTech) in Quality, specialising in quality management systems and quality planning and implementation. My diverse educational background underscores my versatility and ability to engage with multiple dimensions of business and entrepreneurship.

Growing up, I never envisioned this for myself, but I was dedicated to doing well in my studies as a child.

How has your affiliation with the NRF impacted your studies/career?

I am profoundly grateful to have been granted the Black Academics Advancement Programme (BAAP) grant by NRF. This opportunity represents a significant milestone in my academic journey and holds immense potential to propel my research career forward.

This opportunity has been instrumental in securing and finding my feet to conduct groundbreaking research in business management. I have been able to dedicate uninterrupted time to complete my research by covering the cost of lecturer replacement and attending international research conferences. It also has allowed me to finally publish my findings in top-tier journals such as the International Journal of Education and Development using Information and Communication Technology (IJEDICT) in 2023, Vol.19, Issue 1, pp.61-79.

I have been able to pursue research visits to other universities, attend events, and collaborate with leading experts in my field. This invaluable experience will significantly enhance my expertise in business management, entrepreneurship, and marketing for the future as well.

The BAAP grant extends far beyond its impact on my research. It signifies a crucial step towards achieving my dream of being an expert in my field and excelling in my lecturing style and methodologies and to serves as a powerful testament to the NRF’s commitment to fostering diversity and excellence in South African academia.

What is your area of expertise?

My research specialisation is a testament to my profound understanding of entrepreneurial dynamics and business management. My research interests encompass a broad spectrum of topics, including entrepreneurship, female entrepreneurship, the growth and development of Small and Medium Micro Enterprises (SMMEs), entrepreneurial training programs, social entrepreneurship, digital marketing, consumer behaviour studies, and marketing.

My expertise in these areas contributes significantly to advancing knowledge in the field and has a tangible impact on business practices. Driven by an unwavering commitment to academic and professional growth, I’m pursuing a Doctor of Philosophy (DPhil) in Business Management. This doctoral endeavour demonstrates my dedication to pushing the boundaries of research and making meaningful contributions to the academic and business communities. This opportunity has allowed me to continue to be an asset to the academic community, fostering innovation, entrepreneurship, and excellence in business management. In addition to my academic pursuits. I have a passion for mentoring and guiding students toward success. From the past to the present, my mentorship role has inspired and empowered numerous individuals to excel in their academic and entrepreneurial journeys.

The methodological aspect of the current study focuses on the limited research conducted to identify the cultural dimensions that differentiate information seekers’ cultures in adopting social media as a source of travel information for hotels. It recognises the significance of social media for both hotels and information seekers. This research provides insight into how travellers’ cultural variables impact their willingness to use technology for hotel reservations and accessing information about 3- to 5-star hotels. Many theories claim to discover distinct qualities that differentiate civilisations, yet this study argues that this technique is no longer relevant. Therefore, the initial objective of this study is to utilise preexisting cultural group features to categorise people into clearly defined cultural groups.

Why is your work/studies important?

• The opportunity to inspire and mentor the next generation of Black South African researchers, particularly students from underprivileged backgrounds and communities who might not have had such role models.
• To be one of the academics who uplift the research reputation of Cape Peninsula University by contributing to high-quality publications and attracting further research funding.
• To demonstrate to my family, especially the younger generation, the value of perseverance and dedication in pursuing academic excellence.

What are some of your proudest academic achievements?

• I presented at the International Conference on Innovation in Basic Higher Education 2022 in Istanbul.
• I was part of a panel of judges for the Standard Bank Top Women EmpowHER in 2023

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