International marketing developments and the effects on South African agriculture
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The global agricultural marketing environment is changing rapidly. Coupled with the
advance in technology, a borderless society is emerging that necessitates a rethinking of
traditional agricultural policies. This paper analyses this trend by presenting an overview of
issues currently affecting agricultural trade, both globally and in South Africa. The latter has
undergone a significant deregulation and liberalisation process of its own. Coupled with
global trends towards even further deregulation, especially during the 1999 round of
multilateral trade negotiations, agricultural industries and economists will be required to
focus their attention in this direction. While the former need to devise strategies that will
enhance their international competitiveness within a deregulated environment, the latter will
have to become involved in the policy debate surrounding this issue. This necessitates,
however, on both sides, an improvement of theoretical knowledge of international trade, as
well as an understanding of global issues.