Stakeholder Engagement Methods Applied Within The Wine Industry In Kenya

ABSTRACT

The wine industry in Kenya has been growing rapidly as a result of economic growth, technology advancement, high per capita wine consumption, improved quality, and globalization of markets. However, such rapid growth and development comes with increased scrutiny and regulation from internal and external stakeholders. The stakeholders in the wine industry in Kenya are continually evolving given the ever-changing consumer buying behaviour, economic, political, legal, technological and environment factors influencing the industry. The researcher, therefore, sought to assess the nature of stakeholder involvement in the industry. The study was based on the following specific objectives: To identify key stakeholders in within the within the wine industry in Kenya; to classify key stakeholders within the wine industry in Kenya; and finally, to determine stakeholder engagement methods applied within the wine industry in Kenya. The study employed descriptive statistics to elucidate on the state of the industry with regard to the aforementioned objectives. Findings indicated a discrepancy between literature-identified and respondent-stated stakeholders in the industry. Secondly, it was apparent that there is a polarization in classification of stakeholders with only two categories represented; high-interest, high-power, and lowinterest, low-power. Finally, with regard to stakeholder engagement, companies appeared to prioritise engagement with suppliers and customers. Interactions between the companies and government appeared to be one-way with companies engaging on an information-provision basis. The main inference from the study, therefore, was that there is a need for collaboration among industry players to achieve mutually beneficial outcomes for all stakeholders.