TY - JOUR
T1 - Innovative marketing behaviour determinants in wine SMEs
T2 - The case of an Italian wine region
AU - Contò, Francesco
AU - Fiore, Mariantonietta
AU - Vrontis, Demetris
AU - Silvestri, Raffaele
PY - 2015
Y1 - 2015
N2 - Parallel to an expanding volume of research on innovation, the academic debate on the subject is becoming everlasting. This research focuses on marketing innovation, conceptualising it as an incremental innovation in marketing that enhances the functional value to users. The paper analyses the determinants of innovative marketing behaviours in wine SMEs by performing an explorative study of a Southern Italy region; and by examining also the drivers that promote it. A methodologically mixed approach has been adopted in the research's design and particular attention has been paid to triangulation and multiple data source selection towards building the case. A web-based survey was conducted on a sample of 100 wineries (63 responses). The results showed that marketing innovation can be a critical driver in the successful handling of the constantly appearing new challenges in the wine business; and a useful tool in supporting wineries' effort to adapt to the evolving consumer needs.
AB - Parallel to an expanding volume of research on innovation, the academic debate on the subject is becoming everlasting. This research focuses on marketing innovation, conceptualising it as an incremental innovation in marketing that enhances the functional value to users. The paper analyses the determinants of innovative marketing behaviours in wine SMEs by performing an explorative study of a Southern Italy region; and by examining also the drivers that promote it. A methodologically mixed approach has been adopted in the research's design and particular attention has been paid to triangulation and multiple data source selection towards building the case. A web-based survey was conducted on a sample of 100 wineries (63 responses). The results showed that marketing innovation can be a critical driver in the successful handling of the constantly appearing new challenges in the wine business; and a useful tool in supporting wineries' effort to adapt to the evolving consumer needs.
KW - Competitive advantage
KW - Customer orientation
KW - Explorative study
KW - Innovative marketing behaviours
KW - Marketing innovation
KW - SME
KW - Web survey
KW - Wine business
UR - http://www.scopus.com/inward/record.url?scp=84939806923&partnerID=8YFLogxK
U2 - 10.1504/IJGSB.2015.071181
DO - 10.1504/IJGSB.2015.071181
M3 - Article
AN - SCOPUS:84939806923
SN - 1479-3059
VL - 7
SP - 107
EP - 124
JO - International Journal of Globalisation and Small Business
JF - International Journal of Globalisation and Small Business
IS - 2
ER -