Relationships that can bear fruit

Smuts, Annelie ; Loubser, Stephanus (2008-02)


Can a new model of supplying fruit to the export market nourish competitiveness and help ensure the long-term survival of South Africa’s deciduous fruit industry? Research conducted at the University of Stellenbosch Business School (USB) revealed that the present linear supply chain model of producer to marketer to retail may have become outdated. Instead, the study suggests that South African fruit exporters cultivate a new approach towards producers that can strengthen the position of both parties in world markets.

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