Thesis (MScAgricAdmin)--Stellenbosch University, 2001. / 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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52387 |
| Date | 12 1900 |
| Creators | Brown, Mary Ashby |
| Contributors | Vink, N., Stellenbosch University. Faculty of AgriSciences. Dept. of Agricultural Economics . |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 156 p. |
| Rights | Stellenbosch University |
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