Exploratory analysis of marketing innovations in the New Zealand wine industry

Abstract

There is strong evidence that innovation is of key importance to ongoing business performance and success, but little previous research has examined innovation in terms of the wine industry. This exploratory study examined the innovative product, promotion, pricing and distribution strategies that have been adopted by New Zealand wine companies over the past decade. The innovation literature is firstly explored in this paper and then an examination of the innovative marketing strategies that have been implemented by New Zealand wine companies are identified through the use of secondary data. This research provides evidence that some New Zealand wine companies are implementing various marketing innovations and postulates the possible reasons for their behaviour based upon the innovation literature.