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Market opportunity recognition in the Chilean wine industry : traditional versus relational marketing approaches
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Torres, Juan Pablo and Kunc, Martin (2016) Market opportunity recognition in the Chilean wine industry : traditional versus relational marketing approaches. Journal of Wine Research, 27 (1). pp. 19-33. ISSN 0957-1264.
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Official URL: http://dx.doi.org/10.1080/09571264.2016.1144584
Abstract
The aim of this paper is to examine how wine firms implement their marketing strategies based on the recognition of market opportunities by their Chief Executive Officers (CEO). Firstly, we describe the marketing activities in 69 traditional Chilean wine firms. Then, we had in-depth interviews with CEOs of two wineries which were analysed using cognitive maps to uncover the cognitive process responsible for recognizing and executing market activities. Our findings indicate there is similar set of strategic resources across the wineries but CEOs' different perceptions of resources’ usefulness in the implementation of marketing strategies let them to select diverse strategies to increase both price per bottle and wine sales. The paper provides three contributions. Firstly, we compare the benefit of implementing traditional and relational marketing strategies in the Chilean wine industry. Secondly, we show that CEO’s perception of feedback processes among the available resources affects the recognition of market opportunities and the marketing strategy in wine firms.
| Item Type: | Journal Article | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Social Sciences > Warwick Business School > Operational Research & Management Sciences Faculty of Social Sciences > Warwick Business School |
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| Library of Congress Subject Headings (LCSH): | Wine industry, Wine industry--Chile, Wine industry--Chile--Marketing, Marketing--Decision making, Marketing--Management | ||||||||
| Journal or Publication Title: | Journal of Wine Research | ||||||||
| Publisher: | Routledge | ||||||||
| ISSN: | 0957-1264 | ||||||||
| Official Date: | 3 March 2016 | ||||||||
| Dates: |
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| Volume: | 27 | ||||||||
| Number: | 1 | ||||||||
| Page Range: | pp. 19-33 | ||||||||
| Status: | Peer Reviewed | ||||||||
| Publication Status: | Published | ||||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||||
| Date of first compliant deposit: | 22 March 2017 | ||||||||
| Date of first compliant Open Access: | 22 March 2017 |
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