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

Forbes, Sharon L.; King, L.

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.

Keywords

innovation; marketing; wine; New Zealand

Fields of Research

070604 Oenology and Viticulture; 1505 Marketing

Date

2013

Type

Conference Contribution - Published (Conference Paper)