Show simple item record

dc.contributor.authorViviers, Wilma
dc.contributor.authorKühn, Marié-Luce
dc.contributor.authorSteenkamp, Ermie
dc.contributor.authorBerkman, Brian
dc.date.accessioned2020-09-15T08:28:12Z
dc.date.available2020-09-15T08:28:12Z
dc.date.issued2014
dc.identifier.citationViviers, 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.issn1096-7508
dc.identifier.issn1559-2448 (Online)
dc.identifier.urihttp://hdl.handle.net/10394/35761
dc.identifier.urihttps://ageconsearch.umn.edu/record/179599/
dc.identifier.urihttps://www.ifama.org/Volume-17-Issue-B
dc.description.abstractTru-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.isoenen_US
dc.publisherWageningen Academic Publishersen_US
dc.subjectExportsen_US
dc.subjectDiversificationen_US
dc.subjectInternationalizationen_US
dc.subjectMarketsen_US
dc.titleTru-Cape marketing, South Africa: managing the export market diversification challengeen_US
dc.typeArticleen_US
dc.contributor.researchID10064230 - Viviers, Wilhelmina
dc.contributor.researchID13040626 - Kühn, Marie-Luce
dc.contributor.researchID12306797 - Steenkamp, Ermie Annelies


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record