The source is from an article written by Bill Melvin of International Civil Aviation University. He mentions the SAA 747 Combi as "lasted twelve minutes" and the Swissair 111 (MD11) which "disappeared from radar within this time". Also in the same Safety magazine is a transcript of Fedex 1406 which diverted into Stewart International Airport, Newburgh, landing 18 minutes after a cargo fire warning (all crew members survived).
Personally I wouldn't care what any management felt about my decision to land as soon as possible, following a cargo fire/smoke warning. Perhaps you have different priorities or logical thinking? At least if you survive, you live to 'fight your corner'!