Abstract
The main purpose of this study was to investigate Transnet’s internal processes and procedures in the development and implementation of its Market Demand Strategy to stimulate a modal shift of freight from road to rail transport in South Africa. The study adopted a qualitative research design, with descriptive and analytic (interpretative) elements integrated into its data collection methods, which were optimised with the utilisation of the individual in-depth interviews. Although a higher number of research participants was initially expected, reasons beyond the researcher’s control eventually led the empirical phase of the study to be conducted with seventeen research participants (eight females and nine males) who were purposively selected from Transnet’s executives and managers at the Parktown Head Office in Johannesburg. Thematic analysis was utilised to finally transform the collected data into intelligible meaningfulness, consistent with the research objectives and the problem to be resolved (that is, investigating Transnet’s modal shift strategy). It is anticipated that the findings of the study and recommendations will contribute towards decision-making in strategic planning and policy formulation and implementation in other state-owned companies whose government-mandated mission is also to contribute towards the stimulation of economic growth.
M.Com.