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Research has been extensively undertaken to establish what influences people to buy particular products and services.
In this research, the buyers' environment has been closely analysed, including the cultural environmental factors that motivate people to buy have been thoroughly scrutinised.
The workforce that produces and sells those products and services have an environmental background which also influences their performance, but this has been marginally scrutinised, particularly in developing economies.
A close analysis of the workforce's environment, particularly the cultural environment, shows that they are so much a product of the environment that it is important for management to contextualise their practices to suit the particular environment.
Knowledge of the cultural traits that are considered to be very important by the workforce, and why they are that important, may inform management on practices that are culturally acceptable and hence motivational.
Dr Primrose Kurasha, a renowned scholar and leader in ODL, is the Vice Chancellor of Zimbabwe Open University.
She holds a PhD from Potchefstroom university (RSA).
She received several awards in Commerce and Industry in recognition of her leadership.
Her research interests lie in governance and strategic management.
Currently she is chair of DEASA.
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