Why quality is no longer enough? Strategic marketing evolution in the wine industry


Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


Evidence for the success of relationship marketing (RM) remains contradictory, with practitioners reporting that most RM efforts fail, and academic researchers suggesting that further exploration of the boundary conditions of RM are needed. A number of researchers have identified changes in the competitive environment as the basis for the adoption of RM, although recent research suggests a more complex, contingent view. This paper identifies a number of contextual conditions that influence the development and evolution of relationship strategies drawing upon longitudinal case studies from the New Zealand wine industry. The findings identify changes in the form and intensity of relationships. The source of these changes is identified. Based on this analysis, four marketing 'gestalts' are identified. The evolution of each gestalt is then explained, with the approaches used by firm’s to navigate from one gestalt to another identified.
Original languageEnglish
Title of host publicationVirtue in marketing
Subtitle of host publicationproceedings of the Academy of Marketing Conference
Place of PublicationCheltenham, United Kingdom
PublisherUniversity of Gloucestershire: Business School
Number of pages37
Publication statusPublished - 2003
Externally publishedYes
EventInternational Colloquium on Wine Marketing - Adelaide
Duration: 6 Jul 20039 Jul 2003


ConferenceInternational Colloquium on Wine Marketing


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