Abstract
This cross-national study explores the drivers of philanthropy in the American, Spanish and New Zealand wine industries, the philanthropic activities being carried out by wine businesses, and the benefits (if any) that these businesses are gaining from undertaking these philanthropic activities. The authors interviewed winery owners or managers to obtain qualitative data, which has been subsequently categorised to identify common themes and differences across wineries or nations. It was found that all of the interviewed wineries are undertaking philanthropic activities, with the most common activity being the donation of wine. Philanthropy across these wineries is predominantly being driven by altruistic rather than strategic motives, and the main benefit to arise from philanthropic activities is personal satisfaction, rather than any improvements in business performance.
| Original language | English |
|---|---|
| Title of host publication | Marketing in a post-disciplinary era |
| Subtitle of host publication | ANZMAC 2016 : proceedings |
| Editors | David Fortin, Lucie K. Ozanne |
| Place of Publication | Christchurch |
| Publisher | University of Canterbury |
| Pages | 844-844 |
| Number of pages | 1 |
| ISBN (Electronic) | 9780473376604 |
| Publication status | Published - Dec 2016 |
| Externally published | Yes |
| Event | ANZMAC 2016 Conference: Marketing in a Post-Disciplinary Era - University of Canterbury, Christchurch, New Zealand Duration: 5 Dec 2016 → 7 Dec 2016 |
Conference
| Conference | ANZMAC 2016 Conference |
|---|---|
| Country/Territory | New Zealand |
| City | Christchurch |
| Period | 5/12/16 → 7/12/16 |
Keywords
- Philanthropy
- Wine industry
- Cross-cultural
- Motives
- Benefits