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Entrepreneurial marketing in small wineries: a case of the Tasmanian wine industry
Citation
Roach, G, Entrepreneurial marketing in small wineries: a case of the Tasmanian wine industry, ANZMAC Proceedings, 20-30 November 2008, Parramatta, pp. 1-7. (2008) [Refereed Conference Paper]
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Copyright Statement
Copyright 2008 the Author
Official URL: http://www.anzmac.org/
Abstract
In recent years, the marketing focus among successful small firms has shifted away from mainstream marketing strategies, to more ‘offbeat’ practices characteristic of entrepreneurial marketing. This trend has been encouraged by the realisation that many administrative and conventional marketing practices may not be entirely suitable or attainable for small firms. In particular, researchers agree that the unique characteristics of the small firm serve as an important influence over their marketing decision-making, planning and level of activity. This exploratory research examines the marketing employed by a sample of small Tasmanian wineries. Using a qualitative approach, the researcher will explore the factors that influence the marketing small wineries pursue, and determine whether the findings are consistent with existing theoretical frameworks established to explain the small firm marketing phenomenon.
Item Details
Item Type: | Refereed Conference Paper |
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Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing not elsewhere classified |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Roach, G (Dr Gemma Lewis) |
ID Code: | 86525 |
Year Published: | 2008 |
Deposited By: | Management |
Deposited On: | 2013-09-20 |
Last Modified: | 2014-12-09 |
Downloads: | 0 |
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