Iminyango yokumaketha eyayizikhawulele ekuvumeleni imikhankaso ngaphambilini manje isithatha izindima ekudaleni, kwabezindaba, kokuqukethwe, kudatha, nasekuhleleni. Njengoba zihlelwe njengezikhungo ngaphakathi kwezinkampani ngokwazo, lezi zakhiwo zithembisa ukulethwa okusheshayo, ukulawula ubunikazi bomkhiqizo, kanye nokulawula okukhulu ekutshalweni kwezimali. Lokhu kuthuthuka kuphakamisa umbuzo emakethe: ingabe kuzoba nendawo encane yabalingani bangaphandle?
Ngokusho kukaRobson V. Leite, umeluleki wezinhlangano kanye nosomaqhinga wedijithali, ushintsho ludinga ukubuyekezwa kwendima edlalwa abahlinzeki bezinsizakalo. Uma ingxenye yokusebenza idluliselwa kuklayenti, ukuncintisana kuphela ekukhiqizweni kwezinto, ukushicilelwa kokuqukethwe, noma ukusebenza komkhankaso kuvame ukuba nzima kakhulu. Inani lobambiswano lwangaphandle-ke lincike ekhonweni lokuhumusha izimo, ukuthola amathuba, nokuxazulula izinkinga ithimba langaphakathi elingakaziqondi.
Umbiko -State of In-Housing ka-2026, okhiqizwe yi-Association of National Advertiser, inhlangano eqapha imakethe yokukhangisa e-United States, uqinisa lolu shintsho. Phakathi kochwepheshe abangu-404 abahlanganyele ocwaningweni, umbono wokuthi izinkampani zandisa ama-ejensi azo angaphakathi uvele kahlanu kaningi kunokuhlolwa kokuthi lo mnyakazo uyawohloka. Ku-53%, la maqembu asevele esebenza njengabalingani bamasu benhlangano, ehlanganyela ezinqumweni ngaphambi kokudalwa kwemikhankaso.
Ukuphishekela isivinini kusiza ukuchaza lokhu kwanda. Ithimba eliseduze nabaphathi lijwayelene nemikhiqizo, umlando, ulimi, kanye nezinqubo zokugunyazwa. Izidingo eziphindaphindayo zingaxazululwa ngemihlangano embalwa kanye nokwabelana ngolwazi okuncane phakathi kwabaphakeli. Inkampani iphinde ihlanganise idatha, amathuluzi, kanye nokufunda, inciphise ukuncika ekusebenzeni kubantu besithathu.
Ubuhlakani bokwenziwa buye bandisa leli thuba. Izinkampani zomhlaba wonke sezivele zisebenzisa izikhungo zangaphakathi ukukhiqiza izithombe, ukukhetha abantu abanethonya, ukuthola imikhankaso, nokuthuthukisa izikhangiso. Kwesinye isimo kulandelwe yi- Reuters, uKimberly-Clark wehlise isikhathi sokudala okuqukethwe okuthile kusukela cishe enyangeni kuya emahoreni amabili esebenzisa ipulatifomu eyasungulwa eNdiya.
Lokhu kukhula kokusebenza kahle kubeka ingcindezi ethile kuma-ejensi agxile emisebenzini ejwayelekile. "Izinkampani ezithengisa kuphela ukusebenza zigcina zincintisana nethimba leklayenti, ochwepheshe abazimele, amapulatifomu azenzakalelayo, ngisho nobuhlakani bokwenziwa uqobo. I-ejensi idinga ukukhombisa ukuthi yiziphi izinqumo ezithuthukayo, yiziphi izingozi ezinciphisayo, nokuthi yimiphi imiphumela engavulwa," kusho uRobson.
Kodwa-ke, ukufaka ibhizinisi ngaphakathi kudala izindleko kanye nemithwalo yemfanelo. Lo mkhiqizo udinga ukuqasha ochwepheshe, ukuthuthukisa ubuholi, ukuvuselela amathuluzi, ukuhlela izinqubo, nokugcina iqembu elikwazi ukuhlangabezana nezidingo ezahlukene. Ukusondelana nebhizinisi kusiza ukuguquguquka, kodwa kunganciphisa imibono yangaphandle futhi kuvimbele ukufinyelela unomphela kochwepheshe ezindaweni ezahlukene. Amaphrojekthi ayinkimbinkimbi, ukuhlela kabusha, izinkinga, ukuqaliswa, kanye nezidingo zesizini kuyaqhubeka nokudinga ulwazi olungahlali luqinisekisa inkontileka ehlala njalo.
Lolu hlu lwezinto luvula isikhala sobudlelwano obuhlanganisiwe. Ithimba langaphakathi linakekela imisebenzi ejwayelekile futhi lilondoloze ubuwena benkampani, kuyilapho abalingani bangaphandle beza kumaphrojekthi athile, ukuxilonga, ukusungula izinto ezintsha, ukuthengwa kwamakhasimende, noma ukuhlela. Inkontileka yendabuko, esekelwe ephaketheni elibanzi nelingaguquguquki lezinto ezilethwayo, ivame ukulahlekelwa amandla lapho kubhekene nezindawo ezicacile ezixhunywe nezinhloso zebhizinisi.
“Ukukhula kwezakhiwo zangaphakathi akumeleli ukunyamalala okuzenzakalelayo kwama-ejensi. Kuphakamisa izindlela ezisetshenziswa yimikhiqizo ukukhetha abalingani. Labo abaqonda ibhizinisi leklayenti, abaletha ubuchwepheshe obuvela kwezinye izimakethe, futhi ababhekana nezinselele zamasu bahlala bebalulekile,” kuchaza uchwepheshe. Empeleni, imakethe kufanele ibone ukunikezwa okuncane kwemisebenzi ebikezelwayo kanye nesidingo esikhulu samakhono okunzima ukuwagcina ngaphakathi. Ama-ejensi angaphandle azohlala encintisana kakhulu, kodwa azoqhathaniswa ngokusekelwe olwazini abalufakayo, ikhwalithi yezinqumo zabo, kanye nekhono labo lokusebenza kanye namaqembu angaphakathi avuthiwe.
