Former NWU WTO–WCP Chair of South Africa, Prof. Wilma Viviers, Continues Longstanding Collaboration with University of Ottawa

Former WTO–WCP Chair of South Africa, Prof. Wilma Viviers, continues her longstanding research collaboration with Prof. Jonathan Calof of the University of Ottawa, Canada. Together, they have advanced studies on export behaviour, competitive intelligence, and trade promotion, producing research that bridges theory and practical application.

Their latest work, International Market Selection Decisions – A Big Data AI Approach, examines how South African firms use the TRADE-DSM® tool to identify high-potential export markets. The study shows that while big-data analytics provides valuable guidance, human factors—such as trust, familiarity with the system, and strong professional relationships—remain critical in successfully adopting AI-driven insights.

This collaboration reflects the NWU WTO–WCP’s ongoing commitment to innovative, policy-relevant research that supports export development and trade capacity-building across South Africa. By combining advanced analytics with practical trade knowledge, the partnership contributes to stronger, more competitive trade opportunities for businesses across the African continent.