Technical Yearbook 2023

FIGURE 1. Characteristics of the knowledge source.

has demonstrated consistent quality, reliability and impact over time. The reputation may be built through factors such as a history of influential research, recognised expertise and positive practitioner feedback. Social capital combines tie strength (frequency of communication and interaction) and the trust between two entities sharing knowledge. Trust increases with the frequency of communication and interaction. A recent study among South African wine industry winemakers revealed interesting results. The study participants perceived Stellenbosch University oenology researchers as the wine industry’s most trustworthy source of scientific winemaking knowledge. This is despite a low frequency of interaction with the researchers. The result is most likely because most winemakers, especially younger winemakers, studied Oenology and Viticulture at Stellenbosch University and experienced the oenology researchers’ expertise during their degree years. The opposite result was obtained for suppliers of oenological products and services. Winemakers indicated a high frequency of interaction with suppliers, but a lower level of trust in the accuracy of the information being shared. However, winemakers did indicate that they have certain

suppliers whose knowledge they trust immensely. They just don’t trust the scientific accuracy of all suppliers. The low level of interaction with academics and the high level of interaction with suppliers can be explained by the characteristics of the knowledge offered by the two knowledge providers. This will be discussed in a follow up blog. Distance of the knowledge source The ‘distance’ can be divided into geographical, organisational and distance from the knowledge base. Geographical distance influences the time, difficulty and cost of communication and, thus, knowledge transfer and uptake. Face-to-face interactive knowledge exchange is usually preferred by practitioners and more effective for learning new things than unidirectional, more indirect communication. If a knowledge source is situated far from its intended audience, it can hinder effective knowledge exchange. Information communication technologies (ICTs), such as the internet, emails, social media and mobile phone applications can, to some extent, overcome geographical distance, but can never replace face-to-face interactions through human social networks. Fortunately, the South African wine industry knowledge network is predominantly situated in the Western Cape, with most

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TECHNICAL YEARBOOK 2023