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Unlocking the Asian Wine Market An Exploratory Case Study

Unlocking the Asian Wine Market An Exploratory Case Study Faced with the prospect of over supply, wine exporters are increasingly focused on establishing new markets, particularly in Asia. Recent papers have suggested that relationshipmarketing approaches may be the most successful for establishing wine sales in these markets. Despite many models, evidence on the content and implementation of relationship marketing remains scarce. This research reports on the experience of one firm in Asia, and identifies the link between cultural values and the need for relationship based strategies for wine exporters to Asia. Tactical implications for wine markets are also explored. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Unlocking the Asian Wine Market An Exploratory Case Study

International Journal of Wine Marketing , Volume 14 (3): 12 – Mar 1, 2002

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References (8)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008746
Publisher site
See Article on Publisher Site

Abstract

Faced with the prospect of over supply, wine exporters are increasingly focused on establishing new markets, particularly in Asia. Recent papers have suggested that relationshipmarketing approaches may be the most successful for establishing wine sales in these markets. Despite many models, evidence on the content and implementation of relationship marketing remains scarce. This research reports on the experience of one firm in Asia, and identifies the link between cultural values and the need for relationship based strategies for wine exporters to Asia. Tactical implications for wine markets are also explored.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Mar 1, 2002

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