Towards a Strategic Business Onomastic Model: Developing a Conceptual Framework for Small Enterprises in South Africa
Keywords:
Business onomastics, Branding, Small businessesAbstract
Objectives: This study examines the strategic role of business naming among small enterprises in South Africa, proposing the Strategic Business Onomastic Model (SBOM) to illustrate the relationship between naming typologies and entrepreneurial strategies., Prior Work: Although business naming is recognized as a key element in brand identity and market positioning, its strategic relevance in small enterprise development remains underexplored, particularly in the South African context. Existing literature has primarily focused on large firms, leaving a gap in understanding how naming practices influence strategy in smaller, resource-constrained environments. Approach: Guided by an interpretivist epistemology and employing a qualitative case study design, the research investigates naming practices across various sectors in Gauteng Province. The study draws on empirical data to explore how naming decisions reflect and influence strategic intent. Results: The findings reveal four dominant naming typologies—descriptive, arbitrary, religion-based, and founder-based—each associated with specific strategic orientations. These naming choices affect organizational flexibility, market positioning, and the articulation of long-term goals., Implications: Intentional naming is shown to be a strategic act that contributes to competitive advantage and business growth. By linking naming categories to appropriate strategic postures, the SBOM framework offers a contextualized guide for aligning business identity with entrepreneurial intent and Value: The SBOM model contributes to both theory and practice by offering a novel lens through which to understand naming as a strategic tool. It provides practical insights for entrepreneurs, small business incubators, and policymakers seeking to foster sustainable enterprise development.
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Copyright (c) 2025 Rejoice Sibanda, Marcia Lebambo, Richard Shambare
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