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    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)
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    • Department of Agribusiness and Markets [119]
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