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.
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.
| Original language | English |
|---|---|
| Number of pages | 9 |
| Publication status | Published - Jun 2013 |
| Externally published | Yes |
| Event | Academy of Wine Business Research 7th International Conference: Wine Enrichment through Experience - Brock University, St Catharines, Canada Duration: 12 Jun 2013 → 15 Jun 2013 Conference number: 7th http://www.academyofwinebusiness.com/2013/ |
Conference
| Conference | Academy of Wine Business Research 7th International Conference |
|---|---|
| Country/Territory | Canada |
| City | St Catharines |
| Period | 12/06/13 → 15/06/13 |
| Internet address |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 9 Industry, Innovation, and Infrastructure
Keywords
- Innovation
- Marketing
- Wine
- New Zealand
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