Publication

An exploratory analysis of marketing innovations in the New Zealand wine industry

Authors
Forbes, Sharon L., King, L.
Date
2013
Type
Conference Contribution - published
Collections
Department of Agribusiness and Markets
Keywords
innovation, marketing, wine, New Zealand
Fields of Research
ANZSRC::070604 Oenology and Viticulture, ANZSRC::1505 Marketing
Abstract
Purpose: This paper provides an exploratory examination of innovative product, promotion, price and distribution strategies adopted by New Zealand wine companies. Design/methodology/approach: This study utilised secondary data to identify the innovative marketing strategies that have been adopted by New Zealand wine companies over the past decade. Findings: This paper provides evidence that some New Zealand wine companies are implementing various marketing innovations and postulates the possible reasons for their innovative behaviour.
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Name: Exploratory Analysis of Marketing innovations in the NZ wine industry.pdf
Size: 156.64 KB
Kind: Adobe PDF
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https://hdl.handle.net/10182/12169
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