ABSTRACT
SUMMARY: There has been significant growth in the number of small businesses in Soweto, a black urban residential area in South Africa, as a result of new money being invested in the region. This has resulted in an increase in competition. Qualitative, exploratory analysis of these businesses was done in the form of in-depth interviews with managers and owners. It was found that owners appreciated the need for advertising to differentiate themselves from other companies in the area. Results from this study revealed new ways in which small businesses operating in the changing Sowetan environment can advertise and which marketing mediums are most effective. This information can be employed to increase the chance of success and thus to promote the sustainable development of small companies.
