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Horizontal networks and collaborative marketing in the Tasmanian wine industry
Citation
Roach, G, Horizontal networks and collaborative marketing in the Tasmanian wine industry, Proceedings of the 5th International Academy of Wine Business Research Conference, 8‐10 February 2010, Aukland, pp. 1-9. (2010) [Refereed Conference Paper]
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Copyright Statement
Copyright 2010 the Author
Official URL: http://academyofwinebusiness.com/wp-content/upload...
Abstract
In the past few decades, an increasing number of firms are forming relationships with each other as an
alternative to traditional market exchange. A large amount of the literature in this area focuses on
vertical integration between members of the supply chain. Far less research has examined networks
formed by competitors in the same industry, and, their contribution to the marketing strategies of small
to medium sized enterprises (SMEs). The wine industry is one such context where a large amount of
collaboration and networking takes place, particularly at the regional level. This qualitative research
study examines the role of horizontal networks in the Tasmanian wine industry. So far, preliminary
analysis has revealed that the producers’ size, background and business goals affect the value placed on
this type of networking activity.
Item Details
| Item Type: | Refereed Conference Paper |
|---|---|
| Keywords: | networks, collaboration, marketing strategy, SMEs, Tasmanian wine industry |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing theory |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | Roach, G (Dr Gemma Lewis) |
| ID Code: | 71236 |
| Year Published: | 2010 |
| Deposited By: | Management |
| Deposited On: | 2011-07-11 |
| Last Modified: | 2014-12-09 |
| Downloads: | 0 |
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