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