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Seven Sisters: wine and womanhood

Edward Mabaya (Cornell University, Ithaca, New York, USA)
Morgann Ross (Cornell University, Ithaca, New York, USA)
Raj Shrestha (Cornell University, Ithaca, New York, USA)
Amity Weiss (Cornell University, Ithaca, New York, USA)

Publication date: 26 November 2014


Subject area

The main topics covered by this case are marketing strategies in a saturated market, human resource management, small enterprise challenges and constraints and corporate strategy.

Study level/applicability

The intended audiences for this case are upper-level undergraduate and graduate students. Students getting their degrees in business, international labor relations, marketing or public policy/administration are the main targets for this case. Students also interested in in agriculture, international development and race relations will benefit from studying this case.

Case overview

The international wine market is highly competitive. Innovative strategies are needed for new wineries to stand out in this saturated market. Both the product quality and its life story are important to consumers. Seven Sisters is exploring two new markets – Nigeria and Sweden – to expand their international presence. Also explored are marketing strategies for deeper penetration of the domestic market in South Africa. The case study illustrates the challenges and opportunities facing a small, women-owned enterprise from an emerging economy that is exploring international markets.

Expected learning outcomes

The specific teaching objective of this case is to teach students the importance of marketing and corporate strategy in a highly saturated market, such as South Africa. Analyzing this case, students will be exposed to value chains, formulating corporate strategy and devising marketing strategy.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The authors would like to acknowledge and thank the management team at Seven Sisters, especially Vivian Kleynhans, for sharing their story. Financial support for students to visit the Seven Sisters was made possible by the Cornell International Institute for Food and Agricultural development as part of the Student Multidisciplinary Applied Research Team (SMART) Program.


Mabaya, E., Ross, M., Shrestha, R. and Weiss, A. (2014), "Seven Sisters: wine and womanhood", , Vol. 4 No. 8.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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