The Role of Business Naming in Entrepreneurial Strategy: A Study of South African Small Businesses
Keywords:
Business onomastics, Branding, Onomatology, small businessesAbstract
Objectives: This study investigates the strategic significance of business naming among South African small enterprises, focusing on how naming practices align with entrepreneurial strategies as defined in Michael Porter’s generic framework. Prior Work: While business naming plays a pivotal role in shaping brand identity and influencing market positioning, scholarly focus has largely centered on larger corporations, leaving the naming practices of small enterprises relatively underexplored. Existing studies emphasize that large firms often employ strategic resources and branding expertise to develop names that align with broader corporate strategies. In contrast, the onomatological practices of small businesses are shaped by different constraints and considerations, including limited resources and more personal or informal approaches to brand identity. This research builds on these insights by examining how small business naming practices in South Africa intersect with strategic frameworks, particularly Porter’s generic strategies, thus contributing to a more nuanced understanding of brand development in resource-constrained contexts. Approach: Using a qualitative approach, the study draws on interview data from 20 small businesses to analyse naming patterns. It categorises names into four dominant groups: descriptive, founders’ or family-based, religion-inspired, and arbitrary, linking each to a relevant strategic orientation such as cost leadership, differentiation, or focused strategies. Results: The findings reveal that business names serve as more than identifiers; they act as strategic tools for brand positioning, market segmentation, and cultural expression. Many naming decisions were found to be deeply rooted in personal values, cultural heritage, and business ambitions. Implications: These insights suggest that naming can be a deliberate and effective mechanism for competitive differentiation and customer engagement, particularly in resource-constrained small business environments. Value: This study contributes to the literature on entrepreneurship by linking naming practices with strategic intent, and it underscores the need for further exploration into sector-specific naming patterns and consumer responses to business names.
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