dc.contributor.author | Viviers, Wilma | |
dc.contributor.author | Kühn, Marié-Luce | |
dc.contributor.author | Steenkamp, Ermie | |
dc.contributor.author | Berkman, Brian | |
dc.date.accessioned | 2020-09-15T08:28:12Z | |
dc.date.available | 2020-09-15T08:28:12Z | |
dc.date.issued | 2014 | |
dc.identifier.citation | Viviers, W., Kühn M., Steenkamp, E. & Berkman, Brian. 2014. International food and agribusiness management review, 17(Special issue B):193-197. [https://doi.org/10.22004/ag.econ.179599] | en_US |
dc.identifier.issn | 1096-7508 | |
dc.identifier.issn | 1559-2448 (Online) | |
dc.identifier.uri | http://hdl.handle.net/10394/35761 | |
dc.identifier.uri | https://ageconsearch.umn.edu/record/179599/ | |
dc.identifier.uri | https://www.ifama.org/Volume-17-Issue-B | |
dc.description.abstract | Tru-Cape Fruit Marketing (Tru-Cape), South Africa’s leading apple and pear distributor, has an impressive
track record since its inception in 2001, growing its turnover from $50 million USD in its first year to $135
million today. While it focuses on both domestic and international markets, Tru-Cape knew from the onset
that the real growth potential lay in exports. Tru-Cape was formed through a merger of two companies already
exporting to 20 countries. By 2013, exports had risen to 67 countries, demonstrating the company’s on-going
commitment to market diversification. It also reflects the tenacity of management to tackle the many challenges
along the way. Tru-Cape has devised a set of strategies to enable it to hold its own, but a fast-changing
global environment is forcing management to take a fresh look at the company’s internationalization agenda. | en_US |
dc.language.iso | en | en_US |
dc.publisher | Wageningen Academic Publishers | en_US |
dc.subject | Exports | en_US |
dc.subject | Diversification | en_US |
dc.subject | Internationalization | en_US |
dc.subject | Markets | en_US |
dc.title | Tru-Cape marketing, South Africa: managing the export market diversification challenge | en_US |
dc.type | Article | en_US |
dc.contributor.researchID | 10064230 - Viviers, Wilhelmina | |
dc.contributor.researchID | 13040626 - Kühn, Marié-Luce | |
dc.contributor.researchID | 12306797 - Steenkamp, Ermie Annelies | |