GEORGE NEWS - Prof Adele Potgieter of the Department of Marketing Management at the George Campus of the Nelson Mandela University (NMU) has achieved a major feat by being awarded the Best Integrated Researcher in the Faculty of Business and Economic Science, the biggest faculty on the George and Gqeberha campuses.
It is the first time that someone at the George Campus outshone their colleagues in Gqeberha to receive an award for research. It is also a first for the Department of Marketing Management.
Furthermore, Potgieter has been nominated for the Vice Chancellor's Excellence Award for Institutional Integrative Researcher of the Year and the Institutional Excellence Award for Engagement. The winners will be announced at a function in Gqeberha on 30 October.
Potgieter, who has been with the NMU for 20 years, is over the moon. She says her academic career has been like a fairytale to her. She began at the NMU George Campus in 2004 as part-time lecturer. Four years later, she was appointed on a permanent basis as junior lecturer.
She went on to earn her master's degree, and after obtaining her PhD, was appointed as senior lecturer. Two years ago, she was promoted to associate professor. "It is proof that you can have a second career, start at the bottom and still reach the top," she says.
As a youngster, she earned a degree in Industrial Psychology and an Honours in Investment Management before working in the financial markets for 14 years, of which 12 years were at the Development Bank of South Africa and the treasury unit where she did money and capital market trading.
Her family moved to George to start over after the death of her middle son.
Potgieter also serves on municipal audit committees and risk management committees and sits on the board of NMU's pension fund, for which she is the investment portfolio chairperson.
"I landed up in marketing by chance and now I've been teaching it for 15 years. My big passion is research."
Her subject comprises marketing, sales management, consumer behaviour and branding. The research is given to her postgraduate students and she also does her own research in between. "I try to get articles published with my PhD students, but I've done a lot of my own research in the process. It requires many after-hours and dedication, but in the end you reap the rewards. I always try to be an inspiration to others.
"I think this is a major award and it demonstrates that we are on par with our colleagues in Gqeberha with quality academic training being offered here in George."
Potgieter's research spans over various disciplines, integrating marketing management, consumer behaviour and brand strategy to address critical challenges in emerging markets. "My work explores the intersection of employer branding, personal branding and corporate identity - particularly relevant in South Africa's diverse socio-economic landscape," she says.
More recently, her research has also expanded into digital transformation, experience marketing and heritage branding in higher education contexts.
"My integrative approach bridges theory and practice and informs how organisations - from SMEs to municipalities - can develop sustainable competitive advantages while addressing needs for economic development, employment and ethical business practices.
The research provides actionable frameworks for organisations navigating contemporary challenges, including the Fourth Industrial Revolution, cultural diversity and stakeholder engagement in African contexts."
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