Opportunities, obstacles, and implications for ethical trade in the South African wine industry

Brown, Mary Ashby (2001-12)

Thesis (MScAgricAdmin)--Stellenbosch University, 2001.

Thesis

ENGLISH ABSTRACT: This research paper attempts to elucidate the main issues surrounding the integration of ethical trade, meaning the building, monitoring, and communicating of social and/or environmental responsibility, within the South African wine industry. The author first establishes the hypothesis that social and/or environmental responsibility is important to the South African wine industry, as this investment could theoretically provide the industry with a competitive advantage in an increasingly cutthroat international wine market by addressing the industry's most outstanding defects: the lack of quality production, the need for investment in natural resources (labour and the environment), as well as the call for building brand equity and niche marketing strategies. Put differently, this paper suggests that the investment in social and/or environmental responsibility could offer cost-saving benefits to the industry as well as paving a road to international market access. This research first gives a background of ethical trade and determines a picture of the current situation of the South African wine industry, and lastly, given this information, derives the key opportunities, obstacles, and implications of the potential amalgamation of ethical trade in the industry.

AFRIKAANSE OPSOMMING: Die doel van hierdie studie was om die belangrikste probleme rondom die integrering van etiese handel, waarby bedoel word die bou, monitering en kommunikering van sosiale en/of omgewingsverantwoordelike produksie, binne die Suid-Afrikaanse wynbedryf, toe te lig. Eers word die belangrikheid van etiese handel vir die bedryf vasgestel, en word redeneer dat sodanige belegging teoreties aan die bedryf 'n mededingende voordeel in die internasionale mark kan bied deur aandag te gee aan sekerlik die belangrikste tekortkominge in die Suid-Afrikaanse bedryf. Dit sluit in die gebrek aan genoegsame kwaliteit-produksie, die behoefte aan belegging in kritiese hulpbronne, naamlik mense en die omgewing, asook 'n wekroep vir belegging in handelsmerke en niche-strategieë. Anders gestel, word die voorstel gemaak dat sulke beleggings tot voordeel van die bedryf kan wees deur dat dit koste-besparings en verbeterde toegang tot die internasionale mark teweeg kan bring. Daarom word die begrip etiese handel eers toegelig, gevolg deur 'n strategiese ontleding van die Suid-Afrikaanse bedryf. Gegewe hierdie inligting, word die sleutel geleenthede, beperkinge, en implikasies van die aanvaarding van etiese handel dan ontleed.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52387
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