Thesis (DPhil)--Stellenbosch University, 1973 / See Item for full text / Voorwoord: Omdat daar in die Suid-Afrikaanse Geskiedskrywing 'n groot leemte aan werke oor die ekonomiese geskiedenis bestaan, ek persoonlik baie in die geskiedenis van landbou in Suid-Afrika belangstel en daar nog feitlik geen argivale navorsing oor die geskiedenis van wynbou en wynhandel na 1795 gedoen is nie, het ek besluit om 'n verdere studie van laasgenoemde onderwerp te maak tot 1860. In hierdie jaar is die vryhandelsooreenkoms tussen Brittanje en Frankryk gesluit, wat meegebring het dat die voorkeurtariewe wat Brittanje in 1813 op Kaapse wyn ingestel he+, beeindig is. Die beeindiging van die voorkeurtariewe het tot 'n ineenstorting van die Britse mark vir Kaapse wyn, en daarmee ook die totale wynuitvoerhandel van die Kaapkolonie, gelei. Hiermee het die Kaapse wynboubedryf 'n kruispad bereik. Om hierdie redes vorm die jaar 1860 'n logiese afsluitingsdatum vir hierdie proefskrif.

Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: The South African wine industry has made huge strides in the global wine market since one-channel marketing through the KWV was abandoned and the South African produced wines entered the traditional and emerging wine markets in Europe, Eastern Europe and the Americas. It did not take the South African wine producers and marketers very long to shift their focus to the international markets where deals made in the international currencies held the promise of great profits for successful wine exporters. With the opening of the markets, the trends and tastes of these buyers also influenced the wine styles and the way the South African producer managed his business. Although wine making in South Africa dates back over three hundred years, the re-entering into international wine markets held a great challenge to producers who were unfamiliar with the forces that dictated what and how things had to be done in the international wine arena. The emergence of the new potential for wine producers in global wine markets caught the attention of successful businessmen who ventured into wine making, as most had already developed a passion for wine. Dr. Christo Wiese bought Lanzerac wine Estate in the early nineties, and a few years later bought one of the historic farms in the Western Cape called Lourensford. He set out to develop this fruit farm into one of the top family-owned Wine Estates in the country, with the aim of creating a world renowned South African family-owned wine brand. With a state-of-the-art gravity fed winery and nearly four hundred hectares of vines planted in less than 8 years, this wine brand is slowly but surely starting to emerge on the international wine front. The task ahead is as difficult as the first ten years, but there are a lot of positives and negatives in the development of this premium wine brand that can be used by other business leaders in their decision-making when they start out on the journey to develop a brand. This report documents the first ten years of the Lourensford wine brand and it serves both as a recording of the history as well as a teaching tool for students in wine marketing as it includes interviews with people and role players that were involved and today are still involved in actively building this wine brand. The development of the Lourensford wine brand was started while the vineyards were still very young, and as such the quality of the wines were not ultra-premium from the outset. It was difficult to market these first vintages to get the cash flow right, while at the same time trying to convince the market that this Estate will eventually be producing ultra-premium wines. The focus in the beginning was production oriented, but it had to change to a more market-oriented business. By learning from the mistakes and evaluating the recommendations of this example, the reader can avoid the pitfalls of building a new brand and apply the lessons learned in his or her own business. / AFRIKAANSE OPSOMMING: Die Suid-Afrikaanse wynbedryf het groot vooruitgang op die globale wynmark gemaak sedert daar in 1994 afstand gedoen is van die KWV se eenkanaalbemarkingstelsel en die Suid-Afrikaanse produsente weer toegelaat is om hul wyne op die tradisionele en ontluikende wêreldmarkte in Europa, Oos-Europa en Amerika te verkoop. Dit het nie die Suid-Afrikaanse produsente en bemarkers baie lank geneem om hul fokus te verskuif van die plaaslike na die internasionale wynmarkte waar die potensiaal om handel te dryf in internasionale geldeenhede, die belofte van groot winste ingehou het nie. Met die oopstel van hierdie markte het die voorkeure en smake van die wynkopers ook die wyse waarop die Suid-Afrikaanse produsente wyne gemaak en hul wynbesighede bedryf het, beinvloed. Alhoewel wynmaak in Suid-Afrika meer as driehonderd jaar lank reeds bedryf word, het die hertoetrede tot die internasionale wynmarkte ook baie groot uitdagings aan wynprodusente gestel,want hulle was nie voorheen blootgestel aan die markkragte wat die manier van handel dryf op internasionale markte beheer het nie. Die ontluiking van nuwe potensiaal vir wynprodusente op internasionale markte het ook die aandag getrek van suksesvolle sakeleiers om te begin wyn maak omdat hulle reeds 'n passie vir wyn gekoester het. Dr. Christo Wiese het in die vroeë negentigerjare die Lanzerac-wynlandgoed gekoop, en 'n paar jaar later een van die historiese plase in die Wes-Kaap, naamlik Lourensford. Hy het dit hom ten doel gestel om hierdie vrugteplaas tot 'n top wynlandgoed in familiebesit,te ontwikkel. Met 'n ultra-moderne, gravitasiegedrewe wynkelder en nagenoeg vierhonderd hektaar wingerd aangeplant in minder as agt jaar, is Lourensford stadig maar seker besig om naam te maak op die internasionale wynfront. Die taak wat nog voorlê is net so uitdagend as die afgelope tien jaar, maar daar is reeds heelwat positiewe en negatiewe lesse wat uit die ontwikkeling van hierdie premiewynhandelsmerk geleer kan word en wat ander sakeleiers in hul besluitnemeningsprosesse kan gebnuik op pad na die ontwikkeling van 'n handelsmerk. Hierdie werkstuk dokumenteer die eerste tien jaar van die Lourensford-wynhandelsmerk en dien as die optekening van die geskiedenis sowel as die verskaffing van 'n opvoedkundige hulpmiddel vir studente in wynbemarking omdat dit onderhoude bevat met rolspelers en mense wat aktief betrokke was, en vandag steeds betrokke is, by die uitbouing van die handelsmerk. Die ontwikkeling van die Lourensford-wynhandelsmerk het begin toe die wingerde baie jonk was, en as sulks was die gehalte van die wyn nie van die staanspoor af van hoogstaande gehalte nie. Dit was moeilik om die eerste oesjare se wyne te bemark om die kontantvloei reg te kry, terwyl daar terselfdertyd gepoog is om die mark te oortuig dat die landgoed uiteindelik ultrapremiewyne gaan produseer. Die fokus aan die begin was produksiegedrewe, maar moes mettertyd na 'n meer markgedrewe besigheid verander. Deur te leer uit die foute wat gemaak is, en die aanbevelings te evalueer, kan die leser die slaggate vermy wanneer kritieke besluite rakende die vestiging van 'n handelsmerk in sy of haar eie besigheid geneem moet word.

Thesis (MSc(Agric)) -- Stellenbosch University, 1966. / INLEIDING: Die ontstaan van kooperasiewese kan teruggevoer word na die jaar 1844 toe 28 wewers van Rochdale in Engeland 'n suksesvolle koöperatiewe verbruikswinkel geloods het. Die sogenaamde Rochdale-pioniers word veral onthou vanweë die feit dat hulle die beginsels van koöperasiewese duidelik geformuleer het. In Suid-Afrika speel landboukoöperasie vandag 'n belangrike rol in die bemarking van landbouprodukte, die verskaffing van boerderybenodighede en die lewering van dienste aan boere. Koöperasies is, veral in die beginjare, meesal gestig met die doel om gebreke in die bemarking en verwerking van landbouprodukte te oorbrug. In Suid-Afrika het koöperasiewese ontwikkel sedert die twintigste eeu toe 'n Ier, Mnr. P.J. Hannon na die land gebring is om te dien as superintendent van landboukoöperasies. Vandaar het dit ontwikkel tot feitlik al die sektore van die landboubedryf in Suid-Afrika.

Thesis (DPhil (Political Science))--Stellenbosch University, 2008. / For the sake of continued social stability in South Africa it is imperative that the country’s so-called “partial transition” is completed through a process of meaningful socio-economic transformation that addresses the consequences of its history of unequal development. Transformation can thus be viewed as one of the primary challenges in the economic and socio-political landscape in South Africa. It is the task of social sciences to contribute to the general understanding of our social reality through systematic analysis and thereby promoting effective responses to social challenges. Current literature on the transformation process in South Africa focuses almost exclusively on the country’s political transition (as a change in power relationships) and analyses of socioeconomic inequality and descriptions of the successes and failures of policy measures that have been adopted since 1994 to promote the redistribution of economic resources. Three shortcomings in current literature on and the theoretical analysis of transformation were identified, namely: (i) the apparent disregard of the status implications of the redistribution of political and economic resources, (ii) the absence of analyses that problematise the transformation process as such (and specifically the sector and industry specific initiatives initiated to promote Black Economic Empowerment), and (iii) the lack of prescriptive guidelines for the management of transformation processes. It is the primary goal of this study to develop a theoretical framework in terms of which socioeconomic transformation can be analysed. Socio-economic transformation is described as a potentially contentious process and it is shown that the institutionalised and negotiated nature of transformation in the South African context allows us to interpret it in terms of theories of social conflict. Theory from the field of conflict studies, and specifically Social Identity Theory, is used to analyse the impact of the redistribution of power and material resources on the status of social groups and the concurrent implications for inter-group relationships. The theoretical model is also used to identify specific circumstances under which the stability of social relationships can be maintained amidst the redistribution of power and resources – i.e.: circumstances in which parity of esteem is maintained through mutual acceptance of the principles that underlie the distribution of resources, power and other sources of social status. A prescriptive model for the management of conflict that satisfies these requirements is developed from the theory of conflict transformation and is presented as a model for the management of transformation. This model suggests the achievement of social justice as the desired outcome of conflict management. In the absence of a satisfactory definition of social justice in the existing theory, John Rawls’s conceptualisation of justice is suggested as an analytical elaboration of the theory. A case study, namely the negotations on the Wine Industry Charter and the transformation of a key institution in the South African wine industry, is used to illustrate how the chosen theoretical model (and specifically the theoretical assumptions regarding the need for positive self-esteem) can by used by analysts to interpret information processes. The case study is also used to illustrate how the elements of the chosen prescriptive model for the management of transformation has been utilised. The study confirms the fact that the chosen theoretical model for the management of transformation was utilised in the formal transformation process in the wine industry (and specifically in the successful development of the Wine Industry Charter and the negotiations regarding the structure and nature of the South African Wine Council).

The South African wine industry is a significant contributor to the South African economy. However the wine producers are facing financial and operational challenges as they operate and compete in a highly traded local and international wine market. These financial and operational challenges manifest as risks in their supply chain and could affect the future sustainability of their business. It against this backdrop that this study aimed to identify the supply chain risks experienced by the Stellenbosch wine producers, and how they manage and overcome these risks. The research was conducted at five wine producers located in each of five Stellenbosch wine producing areas. The producers were selected through a non-probability purposive sample with the assistance of a gatekeeper. The study is descriptive and exploratory with qualitative data collected through semi-structured interviews with ten participants from the five wine producers. The data was analysed using thematic analysis. The study found that the main risk factors centered around: the planning activities concerning the risks involved in matching demand and supply; agricultural activities including the drought and other external hazard risks; the wine making activities including in-process controls; financial risks including margin erosion due to inflationary costs not being matched by selling price increases; and human resource risks. This study recommends that wine producers use a formal risk appraisal process, implement a supplier development process, could make use of precision viticulture methods and improved pest control measures. / Business Management / M. Com. (Business Management)

South Africa’s history of the disempowerment of black people (Africans, Coloureds, Indians, and Chinese), presented the post apartheid government after 1994 with problems of policy formulation around empowerment of the previously disadvantaged groups (PDGs). In the wine industry, one possible way of addressing inequality in the access to economic resources and racially skewed land redistribution is through empowerment labelling of wine. Empowerment labelling of wine may promote competitiveness of wine businesses owned by the PDGs. This will help to address inequality problems in the sector. Skinner (2007) demonstrated that empowerment labelling can benefit South African wine firms in international wine markets because empowerment and Fairtrade labelled wines benefit from import preference in most European Union (EU) countries. This study investigates one possible way in which empowerment labelling may benefit wine firms on the domestic markets for wine. Several wine brands with empowerment attributes are currently traded in domestic wine retail markets in South Africa. Very few of these wine brands are broad-based black economic empowerment (BBEE) brands. If South African wine consumers value black economic empowerment in the wine industry, empowerment attribute labelling may be used to identify empowerment products, and thereby promote the competitiveness of Black Economic Empowered wine businesses. This study sets out to quantify South African wine consumers’ willingness to pay (if any) for empowerment labelled wines. Data for the study were collected in 2007 and 2008. Two methods were used for this purpose using two case studies in the KwaZulu-Natal Midlands. The first method used a revealed preference technique to determine whether a price premium exists on the current wine prices or not. Using the hedonic price analysis technique, linear and log-linear hedonic price functions for wine for two wine retail outlets in the KwaZulu-Natal Midlands were used to estimate the price premium paid for empowerment attributes in this domestic wine retail market. Explanatory variables which were found to influence wine prices were Platter’s Wine Guide quality rating, Reputation of the winery, and BBEE. Tests on the statistical fit of the models using the Park Test and residual scatter plots indicated that the log-linear model had better data fit. These two models could not be compared using the more traditional R squared and F-statistics as they had different dependent variables. The second method used a stated preference technique to estimate wine consumers’ willingness to pay for empowerment attributes of wine in the Kwazulu-Natal Midlands. Personal interview surveys of consumers at a wine cellar were conducted. The monetary value of these consumers’ willingness to pay was quantified using conjoint analysis and the conditional logistic model. Although the revealed preference techniques for consumer willingness to pay for empowerment labels showed that a negative price premium exists for these wine attributes, the stated preference technique revealed a positive willingness to pay for empowerment attributes. The monetary values could not provide the actual willingness to pay as they tended to be close to the hypothetical price of wine used in the questionnaire. This might be attributable to the prices used in the questionnaire not capturing the average actual wine prices for this specific wine retail outlet. Therefore, the monetary values were used as indicators of the ordering of attribute importance by the consumers. The results also indicated that an information gap between consumers and producers may exist. This implies that, provided that consumers are made aware of these attributes, there may be potential for wine producers to earn a price premium on empowerment attributes. Further research is required to determine whether South African wine consumers (a) value empowerment attributes (using stated preference techniques), and (b) are aware of wine brands that have empowerment attributes. The results of this study would aid government in formulating policies that promote the competitiveness of empowerment attributes such as giving machinery or inputs procurement rebates to wineries that are broad-based empowerment compliant, and in so doing, improve the economic position of previously disadvantaged groups. / Thesis (M.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2011.

Thesis (MSc Food Sc )--Stellenbosch University, 2000. / ENGLISH ABSTRACT: This study shows Fourier transform near infrared (FT-NIR) spectroscopy's application on wine, fruit and dried fruit for quantitative determinations or as a discriminative method for classification purposes. During wine production optimum yeast growth, resulting in healthy alcohol fermentation rates, is monitored by the amount of free amino nitrogen (FAN) present in the must. The status of malolactic fermentation (MLF) in Chardonnay wines is monitored by determining the degree of conversion of malic to lactic acid. Ethyl carbamate (EC), a suspected carcinogen, is mainly formed during ageing of wine and is restricted by legislation in some countries. It is therefore necessary to determine the EC content in wine. Fourier transform near infrared spectroscopy can be used on wine as a rapid method to measure the °Brix (residual sugars) content of must and to discriminate between different must samples in terms of their FAN values. It can also be used as a rapid method to discriminate between Chardonnay wine samples in terms of the MLF status and between table wine samples in terms of the EC content. Calibrations were derived and it was found that a very strong correlation existed in the sample set for the FT-NIR spectroscopic predictions for °Brix (r = 0.99, SEP = 0.31%), but poorer correlations for the FAN (r = 0.405, SEP = 275%), malic acid (r = 0.64, SEP = 1.02%), lactic acid (r = 0.61, SEP = 1.35%) and EC predictions (r = 0.47, SEP = 3.6%). When soft independent modelling by class analogy (SIMCA) was applied as a discriminative method, the must and wine samples were classified in terms of their FAN and EC values and MLF status, respectively, obtaining results with recognition rates exceeding 80%. The canning of peaches has become a significant industry in South Africa, producing approximately 4.1 million cartons per year. Fourier transform near infrared spectroscopy was applied as an alternative non-destructive method for the quantitative determination of the total soluble solid (TSS) content of whole fresh peaches. The TSS content of fresh clingstone peaches is an indication of the internal quality, maturity and perceived sweetness of the fruit for the peach canning industry. By determining the TSS, fresh peaches can be graded and the farmers compensated accordingly. Results obtained by building QUANT+™calibrations for the TSS content (r = 0.96, SEP = 0.55%) showed acceptable accuracy and can replace the present destructive methods. Peak periods during the harvesting season necessitate storage of peaches for up to three weeks before canning. Approximately 5 - 10% of the peaches stored, disintegrate during canning due to loose skin, large stone cavities, soft flesh and rot. The storage potential of fresh clingstone peaches can be successfully predicted with FT-NIR and SIMCA models, using subjective internal quality evaluations. Results with recognition rates exceeding 80% were obtained in most cases and this method proved useful as a non-destructive method of quality assessment. By applying this method, losses caused when storing peaches with poor storage quality will be reduced. The golden sultana industry plays an important role in the dried fruit exporting market of South Africa. Due to the large numbers of consignments that must be checked upon arrival, and the need for rapid decision making during processing, it is essential to replace the present time-consuming analytical methods. Fourier transform near infrared spectroscopy was used as a rapid, analytical technique to determine whether the S0₂ and moisture contents of sultanas are within specifications upon arrival at the factory and during processing. High positive correlation was found between the measured values and those predicted by FT-NIR spectroscopy for S0₂ (r = 0.99, SEP = 24.09%) and moisture (r = 0.99, SEP = 0.051 %) contents. / AFRIKAANSE OPSOMMING: Hierdie studie dui op Fourier transformasie naby-infrarooi (FT-NIR) spektroskopie se toepassing op wyn, vrugte en droëvrugte vir die uitvoer van kwantitatiewe bepalings of vir klassifikasie doeleindes om as 'n diskriminasie metode te dien. Gedurende wynproduksie word die optimum groei van giste wat lei tot 'n gesonde alkohol fermentasie gemonitor deur die hoeveelheid vry-aminostikstof (VAS) wat in die mos teenwoordig is te bepaal. Die status van appelmelksuurgisting (AMG) in Chardonnay wyne word gemonitor deur die mate van omskakeling van appelsuur na melksuur te bepaal. Etielkarbamaat (EK), 'n vermoede karsinogeen wat hoofsaaklik in verouderde wyne voorkom, word in sekere lande deur wetgewing beperk en dus die bepaling van die EK inhoud van wyne noodsaak. Fourier transformasie naby-infrarooi spektroskopie kan op mos toegepas word as 'n vinnige metode vir die bepaling van °Brix (residuele suiker) en om tussen die monsters te onderskei in terme van hulle VAS inhoud. FT-NIR kan ook gebuik word as 'n vinnige metode om tussen Chardonnay monsters te onderskei op grond van die status van AMG en tussen tafelwyn monsters op grond van die EK inhoud. Kalibrasies is ontwikkel en daar is gevind dat baie sterk korrelasies bestaan in die monsterstel vir die FT-NIR spektroskopiese voorspelling van °Brix (r = 0.99, SEP = 0.31%), maar swakker korrelasies vir die VAS (r = 0.405, SEP = 275%), appelsuur (r = 0.64, SEP = 1.02%), melksuur (r = 0.61, SEP = 1.35%) en EK voorspellings (r = 0.47, SEP = 3.6%). Met die toepassing van soft independent modelling by class analogy (SIMCA) as diskriminasie metode, is die mos- en wynmonsters geklassifiseer op grond van hul VAS en EK waardes en die status van AMG, en herkenningswaardes van bo 80% is onderskeidelik behaal. Die inmaak van perskes het 'n beduidende industrie in Suid-Afrika geword en produseer jaarliks ongeveer 4.1 miljoen kartonne. Fourier transformasie nabyinfrarooi spektroskopie is toegepas as alternatiewe, nie-beskadigende metode om kwantitatiewe bepalings van die totale oplosbare vastestowwe (TOV) inhoud van heel vars perskes, te doen. Vir die perske inmaak-industrie is die TOV inhoud van vars taaipitperskes 'n aanduiding van interne kwaliteit, rypheid en die soetheid van die vrugte. Vars perskes kan gradeer word deur die TOS te bepaal en sodoende kan boere oreenkomstige vergoeding ontvang. Resultate' wat verkry is deur QUANT+™ kalibrasies vir TOS inhoud te ontwikkel (r = 0.96, SEP = 0.55%), dui op aanvaarbare akkuraatheid en kan die huidige metodes vervang. Tydens oestyd kom piektye voor wanneer dit soms nodig is om perskes vir tot drie weke op te berg voordat dit ingemaak kan word. Ongeveer 5 tot 15% van hierdie opgebergte perskes disintegreer tydens inmaak omdat opberging lei tot defekte in die perskes soos skille wat loskom, groot pitholtes, sagte vleis en vrot. Die opbergingspotentiaal van vars taaipitperskes kan suksesvol voorspel word deur FTNIR en SIMCA modelle te bou en subjektiewe interne kwaliteitsevaluerings daarop toe te pas. Herkenningsresultate wat 80% in die meeste gevalle oorskry, is behaal wat hierdie metode as 'n suksesvolle nie-beskadigende kwaliteitbepalingsmetode bewys. Hierdie metode sal verliese kan beperk wat voorkom as gevolg van opberging van perskes met swak opbergingskwaliteit. Die goue sultana industrie speel 'n belangrike rol in die droë vrugte uitvoermark van Suid-Afrika. As gevolg van die hoeveelheid monsters wat gelyktydig getoets moet word en besluite wat vinnig geneem moet word tydens prosessering, is dit belangrik om die huidige tydrowende analitiese metodes te vervang. Fourier transformasie naby-infrarooi spektroskopie is gebruik as 'n vinnige, analitiese tegniek om tydens ontvangs by die fabriek en gedurende prosessering te bepaal of die S0₂- en voginhoud van goue sultanas binne die spesifikasies val. Goeie positiewe korrelasie is gevind tussen die bepaalde en voorspelde FT-NIR spektroskopiese waardes vir SO₂- (r = 0.99, SEP = 24.09%) en voginhoud (r = 0.99, SEP = 0.051 %).

Commercial reality demands that the South African wine industry convert from its current production orientation to a marketing orientation, by drawing on all new and existing marketing channels in order to ensure its continued success. International research has shown that wine tourism can add value to and benefit a winery as a direct marketing channel. This study investigated the role that wine tourism currently plays within the marketing strategies of wineries in the Stellenbosch Wine Route of South Africa. Findings of the exploratory research indicated that many wineries do not comprehend the positive influence of wine tourism and view it as a secondary marketing activity. It is concluded that South African wine marketers could profit from utilising wine tourism as an integral part of their marketing strategy in order to maintain and increase their share of the alcoholic beverage market. / Business Management / M. Comm. (Business Management)

Purpose: The strategy-to-performance gap is a contemporary problem that causes organisations to perform less than optimal or fail. Leadership, strategy and performance are complex areas of research on the topic with lack of conclusive results, and solutions to the issue remain elusive. This study offered a clearer understanding of the problem. Design: This qualitative study explored leadership style in the context of strategy execution with the objective of offering a better understanding of performance and the strategy-to-performance gap. The study is a case study of selected organisations in the wine industry in South Africa. Data were collected via interviews on leadership figures and employees. Data were analysed qualitatively. Findings: The study confirmed the existence and issues surrounding the strategy-to-performance gap. Some findings concurred with previous studies on the gap and confirmed that it is intertwined with leadership and strategy execution issues. New themes were identified that contributed to the field of study and could prove to be valuable to narrow the strategy-to-performance gap in future. Value: Leadership is linked with performance in literature but there was limited research found on leadership style specifically in the context of the strategy-to-performance gap. This study confirmed issues surrounding the gap and it was found that the issue is a contemporary problem affecting organisational performance in various ways. This contributed to a better understanding of the problem. New themes that emerged could prove valuable to further research. Leadership and specifically leadership styles (as per Lewin) were found to influence and be interwoven with the strategy-to-performance gap. This study is original as it is the first study that explored leadership styles specifically in the context of the other key themes: strategy and the strategy-to-performance gap. The new themes that emerged are leadership style requirements from an employee satisfaction perspective as well as specific skills suggested to improve performance, all highlighted in the findings. Recommendations: Further research could explore leadership styles in more detail with regard to the strategy-to-performance gap. New themes in the context of strategy execution and leadership style could also be valuable. Future studies could also potentially evaluate the key themes with other measurement instruments such as different leadership styles or different performance criteria / Business Management / M. Com. (Business Management)

Broad-based black economic empowerment (BBEE) is a policy objective in South Africa. Farmworker equity-share schemes (FWES) satisfy several of the empowerment goals specified by the proposed AgriBEE Scorecard. Information about the costs and benefits of subscribing to an empowerment label will help managers to make more informed decisions about empowerment and could therefore promote BBEE. The Thandi label is an initiative to market fruit and wines originating from FWES and farms operated by previously disadvantaged farmers. A case study of the Thandi label was undertaken to determine whether or not the accredited empowerment attribute adds value to Thandi products. An exploratory-explanatory case study was adopted basing questions largely on the theoretical propositions of asymmetric information, the benefits of product labelling and the preconditions for a successful label. Primary data were collected via in-depth interviews with managers of Capespan, The Company of Wine People and empowerment farms participating in the Thandi label. The study made use of in-depth interviews with key informants to investigate issues considered (on theoretical grounds) to be critical in establishing a successful label. Responses were subsequently tabulated and compared, where relevant, across respondents in order to check for consensus views. Results indicate that the Thandi label had not succeeded in differentiating fruit, whereas the Thandi wine label had increased sales revenue and was covering accreditation costs incurred by farms as well as the recurring costs of maintaining and marketing the label. Thandi fruit had not grown its share of the domestic or export markets and did not command a price premium, Capespan subsequently discontinued the Thandi fruit label. Thandi wine, on the other hand, had grown its export market and consumers were prepared to pay a premium for Thandi wine products. The data indicate that empowerment attributes were useful in finding shelf space for products, but that quality is essential to grow market share and to earn price premiums. In short, accredited empowerment attributes can add value to quality products sold to discerning consumers who lack information about empowerment and quality attributes at the point of sale. Empowerment labels must include quality attributes. Government should at least absorb some of the transaction costs confronting producers and marketing agencies in negotiating standards for farms and firms participating in generic empowerment labels. It could also offer auditing services to local accreditation agencies to improve their credibility. Further research estimating consumers' willingness-to-pay for products branded with empowerment labels is necessary to estimate the size of premiums that different products may command. / Thesis (M.Ag.Man.)-University of KwaZulu-Natal, Pietermaritzburg, 2007.