Com a competitividade no mercado globalizado, as organizações sentem a necessidade de unirem-se por meio da incorporação, que tem apresentado um crescimento continuado desde a década de 90. Desta forma a integração das empresas tem se tornado um grande desafio para a liderança, pelo fato de unir culturas organizacionais diferenciadas, que quando juntas podem gerar conflitos. Nesse sentido, torna-se necessário que os líderes utilizem suas habilidades para facilitar este processo de mudança. Assim o desenvolvimento e sobrevivência de uma organização são resultados da forma como está sendo conduzida ou por quem a conduz. Neste contexto, de tantas transformações a liderança é vista como um diferencial competitivo no mercado de produtos e serviços. Portanto os estilos de liderança podem agregar, influenciar e direcionar as pessoas para que juntas possam alcançar objetivos esperados pela organização. Esta dissertação tem como objetivo identificar e analisar os estilos de liderança adotados na visão dos gestores e associados da Cooperativa Vinícola em estudo. Como método de pesquisa foi realizado um estudo exploratório e descritivo de natureza quantitativa operacionalizada através de uma survey junto às quatro cooperativas incorporadas à Cooperativa Vinícola objeto de estudo desta pesquisa, localizada na Serra Gaúcha. Como instrumento de pesquisa, foi aplicado o MLQ-6S simplificado (Multifactor Leadership Questionnaire). Os dados coletados foram tratados por meio de técnicas estatísticas e obteve-se os resultados através do Microsoft Excel e o Software SPSS 20.0. Dentre os principais resultados percebeu-se que com os diretores prevaleceu à liderança transformacional com destaque para os fatores: influência idealizada, estimulação intelectual e consideração pelos outros que obtiveram os índices das variáveis classificadas como elevado. Destacou-se a liderança transacional com índice moderado para os fatores: a gestão da recompensa, a gestão por exceção. Assim, de acordo com os resultados obtidos prevaleceu o estilo de liderança, na visão dos diretores, a liderança transformacional, com presença importante da liderança transacional. Pelas respostas dos associados o que prevalece foi à liderança transformacional, obtendo respostas de 82% dos associados. Para esta amostra foram destacados os fatores: influência idealizada, estimulação intelectual, consideração pelos outros, a partir da escala proposta por Northouse (2004). Diante das constatações, destaca-se relevância e aprimoramento das habilidades de liderança transformacional exercida na vinícola estudada. / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, CAPES. / With competitiveness in the global market, the organizations feel the need of join through merger, which has shown a continued growth since the 90’s. This way, the integration of companies has become a major challenge for leadership by the fact of joining different organizational cultures, that when put together can lead to conflict. In this sense, it is necessary that leaders use their skills to facilitate this process of change. Thus, the development and survival of an organization are the result of the way it is being conducted or by whom it is being leaded. In this context, from many of the changes leadership is seen as a competitive advantage in the market of goods and services. Therefore, the leadership styles can aggregate, influence and direct people so that together they can achieve goals expected by the organization. This paper aimed to identify and analyze leadership styles adopted in the view of managers and associates of the Wine Cooperative in study. As research method an exploratory and descriptive study operationalized through a quantitative survey was performed with the four cooperatives incorporated to the Wine Cooperative studied in this research, located in Serra Gaúcha. As a research tool, the MLQ-6S simplified (Multifactor Leadership Questionnaire) was applied. The collected data was processed by means of statistical techniques and the results were obtained through Microsoft Excel and SPSS 20.0 software. Among the main findings it was realized that with the heads prevailed the transformational leadership with emphasis on the factors: idealized influence, intellectual stimulation and consideration for others that obtained variables indices classified as high. Transactional leadership with moderate index stood out for the factors: the management of reward and management by exception. Thus, according to the results, the leadership style prevailed, in the view of the directors, transformational leadership, with significant presence of transactional leadership. By the answers of the members what prevailed was transformational leadership, obtaining 82% of the associated responses. For this sample the following factors were highlighted: idealized influence, intellectual stimulation, consideration for others, from the scale proposed by Northouse (2004). Facing the findings, it is stressed the relevance and improvement of transformational leadership skills exercised in the studied winery.

Cette thèse explore la dimension financière de la performance export. Notre réflexion s'articule autour de deux études. La première, à visée exploratoire, présente dans un modèle théorique syncrétique général mais également spécifique à la filière vin, l'ensemble des déterminants (financiers et non financiers) de la performance export des PME. Nous y avons également testé l'existence de ces déterminants sur la performance export (ventes export et intensité export) d'un échantillon d'entreprises exportatrices de la filière vin française. A partir de cette étude préalable, nous avons pu, dans une étude approfondie, et grâce à une transposition des théories financières au contexte de l'exportation, élaborer un modèle reliant la performance export à plusieurs déterminants financiers (besoins financiers, structure financière et contrainte financière) de manière globale, mais aussi en fonction du niveau de développement export des PME. La performance export a été évaluée non seulement à travers l'intensité export, mais également par une mesure innovante de performance financière. Ce modèle a ensuite été testé sur un échantillon de 311 PME exportatrices. Les analyses confirment l'existence de besoins financiers spécifiques. La structure financière ainsi que le niveau de contrainte financière évoluent en fonction du niveau de performance export alors qu'une situation de fragilité financière généralisée est constatée quel que soit le niveau de performance export. / This thesis explores the financial dimension of export performance, for which we noticed insufficient theoretical developments. Our research consists in two studies. The first one is exploratory and presents a syncretic theoretical model of SMEs export performance determinants (both financial and non financial) in general and in the wine industry. In this study, we also test this model on the export performance (export sales and export intensity) of a sample of French wine companies. Then, by adapting financial theories to exporting, we build a model relating export performance to several financial determinants (financial needs, financial structure and financial constraint) first globally and then according to the export development of SMEs. Export performance is assessed not only through export intensity but also through an innovative financial performance measure. This model has been tested on a sample of 311 exporting SMEs. Analyses confirm the presence of specific financial needs. The financial structure as well as financial constraints evolve according to the level of export performance while a general financial fragility is observed whatever the level of export performance is.

Magister Commercii - MCom / Black Economic Empowerment (BEE) is a growth strategy implemented by the South African government to address one of the country’s largest challenges, inequality. However, the failure rate of BEE ventures in the wine industry, and the agricultural sector in general, has been very high. The South African wine industry dates back to the early 1800s, and provides an interesting context to study four cases of relatively new business ventures established since the 1990s. There is limited research that explicitly examines the relationship between the changes after liberalisation and the forms of black entry into the South African wine industry. The purpose of this research is, firstly, to investigate the business models used by selected BEE ventures, in order to identify how they contribute to business success. The Osterwalder business model is utilised as a framework to investigate the business models of four BEE business ventures, namely Solms-Delta, Thokozani, M’Hudi and Seven Sisters. Secondly, the paper seeks to establish how ownership structure influences success. To explore this influence, two cases studied are 100% black owned and two cases are joint ventures between black and white owners directly involved in the business. The present study indicates that BEE ventures in the South African wine industry face many challenges but are not necessarily unsuccessful. Findings of the present study are limited to the research sample only. Other empowerment transactions could be used for future investigation.

There are thousands of different wine brands available and wineries have to build a relationship with their customers, a relationship that will create a long-lasting experience. The relationship starts with the first interaction they have with the winery (Alonso et al 2008:978). Visitors to the tasting room create the opportunity to build long-term relationships (O’Neill & Charters 2000:113; Nowak & Newton 2006:157), build and develop brand loyalty (Dodd & Gustafson 1997:43), increase wine sales (Gilinsky et al 2003:18), and improve cash flow (Jago & Issaverdis 2001:18). The subject of repurchasing intentions in the wine industry has attracted the attention of numerous researchers; in particular, the connection between winery visits, brand loyalty and post-visit consumer behaviour (Nella & Christou 2010:2). Nederburg is one of the most prestigious South African wine estates, with a deep-rooted history in South Africa as one of the biggest wine brands. It is 100% owned by wine and spirits giant Distell and presents an ideal case for investigating the influence of the relationship between quality, customer satisfaction and price on repurchasing intentions in the South African wine industry. The purpose of this research was to determine whether the tasting room experience, in combination with a quality product, good pricing and customer-focused operations, leads to higher customer satisfaction and repurchase intentions. The present study indicates that the South African wine industry faces many challenges but it also highlights the various opportunities there are for wine estates to not only increase their sales but also to build long-lasting relationships with consumers. The study concludes with recommendations to the South African wine industry on how to improve their tasting room environment so that they can benefit from the relationship between wine quality, wine price, customer satisfaction and repurchasing intentions.

The diploma thesis deals with analysis of the current situation of the company operating in wine industry to suggest a proposal of marketing strategy focusing on wine production, from the point of view of modification conventional production to biowine production. The work includes thorough strategic analysis of external and internal environment which is summarize in SWOT analysis and based on outputs the proposals are suggested in marketing mix 4 P.

Thesis on the topic of "Design of a marketing strategy for a selected company" deals with the clarification of concepts related to the current strategy and the basic concepts of marketing. The aim of the thesis is to propose a new marketing strategy, which will be based on the analysis of existing company strategies and from the questionnaire part. The work is divided into several parts. The first part is based on the theoretical background, the second part is focused on introducing the selected company, analyzes on the external and internal environment of the company and the third part deals with the proposals of the marketing strategy for higher profits or gaining new customers.

Syftet med studien är att undersöka vilka möjligheter och hinder kvinnliga vinmakare stöter på medan de etablerar sig och verkar som vinmakare i Europa. Studien undersöker även fördjupade kunskaper om historiska och kulturella föreställningar om genus inom vintillverkning. Studien genomfördes genom kvalitativ forskningsmetod med inspiration av existentiell-fenomenologisk och semistrukturerad intervjumetod. Urvalet bestod av sex kvinnliga vinmakare i Italien, Tyskland och Grekland. Intervjuernas syfte ämnade att fånga vinmakarens livsvärld, där undersökningen byggde på förstapersonsbeskrivningar av upplevelser från specifika fenomen. Materialet analyserades med hjälp avtematisk analysmetod och resulterade i fem olika teman som var traditioner, sociala miljöer, karaktär, kroppsliga faktorer och utveckling.  Resultatet antyder att vintillverkning historiskt varit dominerat av män och att det funnits hinder i kulturen och samhället som begränsat kvinnors möjligheter att etablera sig inom branschen. Dessa hinder har inkluderat fördomar och stereotyper om kön som påverkat synen på kvinnors fysiska kapacitet och kompetens inom vinproduktion. Trots dessa svårigheter har undersökningen också visat på en förändring i branschen. Antalet kvinnor som visar intresse för och engagerar sig i vintillverkning har ökat. Det har också blivit tydligt att möjligheterna för kvinnliga vinproducenter att etablera sig har förbättrats. / The aim of the study is to investigate the opportunities and obstacles encountered by female winemakers while establishing themselves and working in the wine industry in Europe. The study also explores in-depth knowledge about historical and cultural perceptions of gender within winemaking.  The study was conducted using a qualitative research method inspired by existential-phenomenological interviews with six female winemakers in Italy, Germany, and Greece. The purpose of the interviews was to capture the winemakers' lifeworld, relying on firsthand descriptions of experiences related to specific phenomena. The data was analyzed using thematic analysis, resulting in five themes: traditions, social environments, character, physical factors, and development.  The results of the study show that historically, winemaking has been dominated by men, and there have been cultural and societal barriers that have limited women's opportunities to establish themselves in the industry. These barriers have included biases and stereotypes about gender that have influenced perceptions of women's physical abilities and competence in wine production. Despite these challenges, the study also indicates a shift in the industry. The number of women showing interest in and engaging in winemaking has increased. It has also become evident that the opportunities for female wine producers to establish themselves have grown. These factors are presented and discussed in the results and the result discussion.

Thesis (MBA)--Stellenbosch University, 2006. / ENGLISH ABSTRACT: This study shows that a close relationship exists between the South African wine industry and South African financial institutions. Research indicated a need to understand the characteristics and complexity of the wine industry, as well as that of credit assessment. This is important for both industries to further develop and strengthen their relationships. SA WIS provides statistics about various aspects of the South African wine industry. The wine industry is characterised by a fragmented basis. To strategically focus the industry, the South African Wine and Brandy Company (SAWB) was established in 2002. In the application for finance it is important for the applicant to know how credit is evaluated by financial institutions, and which aspects are of importance in the application. One cannot predict the future. The credit assessor therefore bases his credit decision on historical financial data, with the assumption that the trend will continue unless there are indications to the contrary. A specific wine industry credit application and evaluation process is discussed in the study. The final decision is only as good as the analysis, and the analysis is only as good as the information gathered. This study thus provides evidence that with a better understanding of the South African wine industry, financial institutions will be able to assess credit risks better. Similarly, the wine industry will benefit by a better understanding of credit assessment when applying for finance. A detail SWOT analysis was done on this industry. A summary was done of the most important finance needs of the South Afican wine industry, compared to the financial products offered by the South African banking industry and the information required to do the credit assessment. The additional information that the wine industry can supply to help the assessor to assess the application, is also listed. The study closes with proposals to the South African wine and banking industries on what to implement, in an effort to achieve a better relationship. / AFRIKAANSE OPSOMMING: Die studie toon dat 'n verwantskap bestaan tussen die Suid-Afrikaanse wynindustrie en Suid-Afrikaanse finansiele instellings. Navorsing toon aan dat daar 'n behoefte bestaan om die karaktereienskappe en kompleksiteit van die wynindustrie te verstaan, sowel as die van krediet keuring. 'n Beter verstandhouding is nodig om die twee industriee se verwantskap te versterk. SAWIS verskaf statistieke oor 'n verskeidenheid van die wynindustrie se aktiwiteite. Die wynindustrie het 'n gefragmenteerde basis. Die Suid-Afrikaanse Wyn en Brandewyn Maatskappy (SAWB) is in 2002 gestig, juis ten doel om die bedryf strategies te fokus. Dit is belangrik vir 'n aansoeker van krediet om te verstaan hoe die finansiele instelling kredietaansoeke evalueer, asook watter aspekte belangrik is om aan te spreek in 'n kredietaansoek. Die toekoms kan nie met sekerheid bepaal word nie. Die kredietkeurder baseer dus sy kredietkeuring op historiese data, met die aanname dat die tendens sal aanhou, tensy daar aanduidings is van die teendeel. 'n Spesifieke wynindustrie kredietaansoek en evaluasieproses word bespreek in die studie. Die finale krediet besluit is slegs soos goed soos die analise en die analise op sy beurt is weer net so goed soos die inligting wat versamel is. Die studie bewys dus dat met 'n beter begrip van die Suid-Afrikaanse wynindustrie, finansiele instellings 'n beter kredietanalise evaluasie sal kan doen. Terselfdertyd sal die wynindustrie bevoordeel word deur beter te verstaan hoe kredietaansoeke geevalueer word wanneer vir finansiering aansoek gedoen word. 'n Detail SWOT-analise is op die bedryf gedoen. 'n Opsomming word gedoen van die mees algemene finansieringsbehoeftes in die wynbedryf, gemeet teenoor die finansiele produkte aangebied en inligting vereis deur die finansiele instellings. Addisionele inligting wat die wynbedryf kan bied ten einde die kredietkeurder te help om die aansoek beter te kan evalueer, word ook gelys. Die studie sluit af met voorstelle aan die Suid Afrikaanse wyn- en bank industriee wat geimplimenteer kan word teneinde 'n beter verhouding te bewerkstellig.

Thesis (MAgricAdmin )--Stellenbosch University, 2011. / ENGLISH ABSTRACT: The South African wine industry has gone through a difficult period of having to undergo major changes, most markedly in respect of its economic structure and institutional framework over the last twelve years. The reintroduction of the wine industry to the world markets has brought wide-ranging opportunities, as reflected by the increase in the number of exports. However, such a reintroduction has also brought pressure to bear in terms of both local and international competitiveness. The increased pressure on the industry has resulted in serious effects on the wine producers concerned, both in terms of meeting the international standards and in terms of having to cope with sophisticated consumer needs. The current study assesses to what degree, if any, membership characteristics impact on wine cooperatives in South Africa. The central question to be addressed is whether the characteristics of members who are involved in the governance structures of wine cooperatives impact on the manner in which cooperative governance is pursued. To address the research question stated above, the study used a list of wine cooperatives obtained from Wines Cellars South Africa (WCSA), which captured the relevant data relating to all the existing wine cooperatives in 2006. From the list, 46 wine cooperatives were randomly selected. Representatives of some of the cooperatives were sent questionnaires by email, with the representatives of other cooperative being personally interviewed. A qualitative analysis, making use of the Likert Scale method, was performed. The analysis made use of 16 belief statements to determine the degree of belief held in such statements, in order to ascertain the general degree of understanding regarding those membership characteristics that could potentially influence wine cooperative governance. A quantitative analysis was performed, using Statistica Version 8 to ascertain the possible relations between certain factors (variables). Of the 16 variables which were selected for the analysis, only 8 variables showed positive and significant relations. The results obtained in the study showed a high degree of investment-related incentive problems (caused by conflicts of interest, due to the different returns acquired by the members and their diverse risk profiles), as well as a high degree of decision-related incentive problems (caused by the influence of education, occupation and experience on the decision-making process). The study also attempted to ascertain the general perception of collective action approach in the wine industry. The assessment revealed that sentiments relating to the collective action approach in the wine industry still exist. The results of the quantitative analysis showed the relations existing between eight different variables to be influential factors in relation to the decision-making process. Furthermore, the study used New Institutional Economics of property rights and agency theories to confirm the agency dilemmas existing within the wine cooperatives. Such theories, together with their possible effects on the pursuit of cooperative governance, are addressed towards the end of the study. Generally, the study shows that differences in membership characteristics can lead to different levels of member expectations, resulting in steering the organisation in different directions during the decision-making process. / AFRIKAANSE OPSOMMING: Die Suid-Afrikaanse wynbedryf het ’n moeilike tydperk van grootskaalse veranderinge oor die afgelope twaalf jaar beleef, soos waarneembaar uit die veranderinge in sy ekonomiese struktuur sowel as institusionele raamwerke. Die hertoetrede van die bedryf tot die wêreldmark het uitstekende geleenthede in terme van uitvoere gebring, maar dit het ook druk op die bedryf geplaas om meer mededingend te wees plaaslik en internasionaal. Die toenemende druk op die bedryf het ernstige gevolge vir wynprodusente beide in terme van die voldoening aan internasionale standaarde en om aan gesofistikeerde verbruikersbehoeftes te voorsien. Hierdie studie ondersoek die impak van ledeeienskappe van wynkoöperasies. Die vraag is of die eienskappe van die lede van die koöperasies se bestuurstruktuur ’n invloed het op die wyse waarop die koöperasie bestuur word. Om hierdie navorsingsvraag aan te spreek, het die studie ’n lys van wynkoöperasies van Wynkelders Suid Afrika (WKSA) gebruik, wat al die bestaande wynkoöperasies in 2006 gelys het. Ses en veertig wynkoöperasies is ewekansig gekies. Vraelyste is per epos gestuur en persoonlike onderhoude is met ander gevoer. ’n Kwalitatiewe analise is gevolg deur die gebruik van ’n Likertskaal metode wat bestaan het uit sestien stellings om te bepaal hoe sterk sekere opinies gehuldig word. Sodoende kon ’n algemene indruk verkry word van die lideienskappe wat potensieel die bestuur van die koöperasie kon beïnvloed. ’n Kwantitatiewe analise is ook gedoen deur die gebruik van Statistica 8 om die moontlike verhoudings tussen sekere faktore of veranderlikes te bepaal. Sestien veranderlikes is gekies vir hierdie analise en slegs agt veranderlikes het positiewe en betekenisvolle verhoudings getoon. Resultate toon baie beleggingsverwante motiveringsprobleme (wat veroorsaak word deur konflikterende belange as gevolg van verskillende opbrengste verkry deur lede en hul diverse risikoprofiele) en besluitnemingsverwante motiveringsprobleme (veroorsaak deur die invloed van opleiding, betrekking en ervaring in die besluitnemingsproses). Die studie het ook probeer om die algemene persepsie van die koöperatiewe benadering in die wynbedryf te bepaal. Die assessering wys dat sentiment oor die koöperatiewe benadering die wynindustrie steeds bestaan. Die resultate van die kwantitatiewe analise het verhoudings getoon tussen agt veranderlikes as invloedryke veranderlikes tot die besluitnemingsproses Verder het die studie die ‘New Institutional Economics’ van eiendomsreg gebruik en agentskap teorieë om die dilemmas van agentskappe binne die wynkoöperasies te bevestig. Hierdie dilemmas word aan die einde van die studie aangespreek tesame met hul moontlike effek op die uitoefening van koöperatiewe bestuur. Oor die algemeen wys die studie dat verskille in lede eienskappe kan lei tot verskillende vlakke van lede verwagtings en daarom, die stuur van die organisasie in ’n ander rigting gedurende die besluitnemingsproses.

Thesis (MBA (Business Management))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The global wine market has faced varying challenges in the first decade of the 21st century; over production brought a power shift in favour of buyers which resulted in a decline in profit margins per bottle sold. The main gainer in these uncertain times has been the consumer. As more regions enhance their wine making skills and embrace superior technology, the wine quality has improved and competition intensified. The growing consumers' wine knowledge has altered quality expectations, placing an added pressure on new brands entering the market. The United States of America (USA, but hereafter referred to as US) remains a growing wine market, with a population size of 303 million people and an appetite for luxury goods and services it continues to be a popular export destination for other wine regions. The latter trend persist despite a cost of entry into the US market being regarded high as a result of the country's three tier system, which allows for further three segments of the value chain from the producer to add their mark-ups on an exported bottle of wine before it reaches the end consumer. The pricing system has proven to be insufficient a deterrent, particularly to the New World wine producers. Australia has remained the most successful producer of the New World wines in the export market for the past three decades; the same cannot be said for South Africa wine industry. While market and strategic orientation, industry plan and interorganisational collaboration are identified as key factors in the Australian success, the partnership between government bodies and wine industry bodies are credited for their unified approach to the US market. The South African government have programmes aimed at promoting the county's export of goods and services. The adequacy of such programmes remains in doubt, particularly in the eminent challenges in the global wine market. The study investigates the extent and nature of a partnership between government bodies and the South African wine industry with regard to effective promotion of the country's wines in the US market. A qualitative methodology is employed to ensure credibility and accuracy of the primary data. Five participants are selected for a discussion, including an exporting wine producer, wine cellars association, wine export council and two government agencies. The Vision 2020 strategy by the South African wine industry is reviewed, with the main focus on the US market and the role of the exporting country's government given the changing international trade regime. The study concludes that the US remains a critical market for South African wine producers despite the high cost of entry, global wine surplus and economic recession, and that success for the country's wines is partly dependent on a unified approach by the industry, attainable though partnerships with government agencies. While acknowledging the continuing government support, it makes recommendations on how to strengthen existing partnerships with regard to the US export market for South African wines. The study lacks generaliseability; however since it is meant to assist design effective export promotion programmes for South African wines in the US market, the absence of generaliseability is considered unproblematic. / AFRIKAANSE OPSOMMING: Die globale wynmark het in die eerste dekade van die 21ste eeu voor verskeie uitdagings te staan gekom. Dit sluit in oorproduksie wat tot 'n magskuif ten gunste van kopers gelei het en winsmarges per bottel wyn wat verkoop is laat daal het. Die grootste voordeeltrekker in hierdie onsekere tye is die verbruiker. Soos al meer streke hul wynproduksievaardighede versterk en die beste tegnologie benut, verbeter die gehalte van wyn en word mededinging strawwer. Soos verbruikers se kennis van wyn toeneem, verander hul verwagtinge ten opsigte van gehalte. Dit plaas bykomende druk op nuwe handelsmerke wat tot die mark toetree. Die wynmark in die Vereenigde State van Amerika (VSA) groei steeds. Met 'n bevolkingsgrootte van 303 miljoen mense en 'n aptyt vir luukse goedere en dienste bly die VSA 'n gewilde uitvoerbestemming vir ander wynstreke. Die tendens om wyn na die VSA uit te voer, bly sterk ondanks die hoë koste om tot die VSA-mark toe te tree. Dié hoë koste is die gevolg van die VSA se drie-vlak stelsel wat dit vir produsente moontlik maak om die waardeketting verder te segmenteer en hul prysverhoging by 'n bottel ingevoerde wyn te voeg voordat dit die eindverbruiker bereik. Hierdie prysbepalingstelsel blyk egter onvoldoende te wees as 'n afskrikmiddel, veral vir wynprodusente van die Nuwe Wêreld. Australië was die afgelope drie dekades die suksesvolste produsent van Nuwe Wêreld-wyne vir die uitvoermark. Dieselfde geld egter nie vir Suid-Afrika se wynbedryf nie. Hoewel strategiese en markoriëntasie, bedryfsplanne en interorganisatoriese samewerking as sleutelfaktore vir sukses in Australië geïdentifiseer is, kry die vennootskappe tussen dié land se regeringsliggame en wynbedryfsliggame die krediet vir hul verenigde benadering tot die VSA se mark. Die Suid-Afrikaanse regering het programme wat die land se uitvoer van goedere en dienste bevorder. Die gepastheid van sodanige programme bly onseker, veral in die lig van die groot uitdagings in die globale wynmark. Die studie ondersoek die omvang en aard van 'n vennootskap tussen regeringsliggame en die Suid-Afrikaanse wynbedryf ten opsigte van doeltreffende promosie van die land se wyne in die VSA-mark. 'n Kwalitatiewe metodologie word gebruik om die geloofwaardigheid en akkuraatheid van die primêre data te verseker. Vyf deelnemers is vir 'n bespreking gekies: 'n produsent wat wyn uitvoer, 'n wynkeldervereniging, wynuitvoerraad en twee regeringsliggame. Die Visie 2020-strategie deur die Suid-Afrikaanse wynbedryf word hersien en sterk klem word ook gelê op die VSA-mark en die rol van die uitvoerland se regering in die lig van die veranderende internasionale handelsregime. Die studie kom tot die gevolgtrekking dat die VSA 'n kritiese mark vir Suid-Afrikaanse wynprodusente bly ondanks die hoë koste van toetrede, die globale wynsurplus en die ekonomiese resessie, en dat sukses vir Suid-Afrika se wyn deels van 'n verenigde benadering tot die wynbedryf afhang wat deur vennootskappe met regeringsagentskappe moontlik gemaak kan word. Hoewel die verslag erkenning gee aan voortgesette regeringsondersteuning, word aanbevelings ook gedoen oor hoe om die bestaande vennootskappe ten opsigte van die VSA as uitvoermark vir Suid-Afrikaanse wyne te versterk. Hierdie studie het 'n gebrek aan veralgemeenbaarheid. Omdat dit egter daarop gerig is om doeltreffende promosieprogramme vir die uitvoer van Suid-Afrikaanse wyne na die VSA-mark te help ontwerp, word die afwesigheid van veralgemeenbaarheid as onbelangrik geag.