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Market opportunity recognition in the Chilean wine industry: traditional versus relational marketing approaches

Market opportunity recognition in the Chilean wine industry: traditional versus relational marketing approaches
Market opportunity recognition in the Chilean wine industry: traditional versus relational marketing approaches
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 (CEOs). Firstly, we describe the marketing activities in 69 traditional Chilean wine firms. Then, in-depth interviews with CEOs of two wineries are analysed using cognitive maps to uncover the cognitive processes responsible for recognizing and executing market activities. Our findings indicate that there is a similar set of strategic resources across the wineries, but the CEOs’ different perceptions of the usefulness of these resources in the implementation of marketing strategies have led them to select diverse strategies to increasing both the price per bottle and wine sales. This paper makes two contributions. Firstly, we compare the benefit of implementing traditional and relational marketing strategies in the Chilean wine industry. Secondly, we show that the CEOs’ perception of feedback processes among the available resources affects the recognition of market opportunities and the marketing strategy in wine firms.
0957-1264
19-33
Torres, Juan Pablo
e0bb6b98-9cfa-4578-a448-e61d0684a2c5
Kunc, Martin H.
0b254052-f9f5-49f9-ac0b-148c257ba412
Torres, Juan Pablo
e0bb6b98-9cfa-4578-a448-e61d0684a2c5
Kunc, Martin H.
0b254052-f9f5-49f9-ac0b-148c257ba412

Torres, Juan Pablo and Kunc, Martin H. (2016) Market opportunity recognition in the Chilean wine industry: traditional versus relational marketing approaches. Journal of Wine Research, 27 (1), 19-33. (doi:10.1080/09571264.2016.1144584).

Record type: Article

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 (CEOs). Firstly, we describe the marketing activities in 69 traditional Chilean wine firms. Then, in-depth interviews with CEOs of two wineries are analysed using cognitive maps to uncover the cognitive processes responsible for recognizing and executing market activities. Our findings indicate that there is a similar set of strategic resources across the wineries, but the CEOs’ different perceptions of the usefulness of these resources in the implementation of marketing strategies have led them to select diverse strategies to increasing both the price per bottle and wine sales. This paper makes two contributions. Firstly, we compare the benefit of implementing traditional and relational marketing strategies in the Chilean wine industry. Secondly, we show that the CEOs’ perception of feedback processes among the available resources affects the recognition of market opportunities and the marketing strategy in wine firms.

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Main Document JWR 17_11_15 - Accepted Manuscript
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Accepted/In Press date: 18 January 2016
e-pub ahead of print date: 3 March 2016

Identifiers

Local EPrints ID: 428153
URI: https://eprints.soton.ac.uk/id/eprint/428153
ISSN: 0957-1264
PURE UUID: 02bcb395-33c8-499b-96d0-b2069b5fc86d
ORCID for Martin H. Kunc: ORCID iD orcid.org/0000-0002-3411-4052

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Date deposited: 13 Feb 2019 17:30
Last modified: 26 Nov 2019 01:21

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Contributors

Author: Juan Pablo Torres
Author: Martin H. Kunc ORCID iD

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