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.
|Title of host publication||Virtue in marketing|
|Subtitle of host publication||proceedings of the Academy of Marketing Conference|
|Place of Publication||Cheltenham, United Kingdom|
|Publisher||University of Gloucestershire: Business School|
|Number of pages||37|
|Publication status||Published - 2003|
|Event||International Colloquium on Wine Marketing - Adelaide|
Duration: 6 Jul 2003 → 9 Jul 2003
|Conference||International Colloquium on Wine Marketing|
|Period||6/07/03 → 9/07/03|
BEVERLAND, M., LINDGREEN, A., & Bretherton, P. (2003). Why quality is no longer enough? Strategic marketing evolution in the wine industry. In Virtue in marketing: proceedings of the Academy of Marketing Conference (pp. 1-37). University of Gloucestershire: Business School.