Unlocking the Asian Wine Market: An Exploratory Case Study
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 relationshipâmarketing 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.
Keywords
Citation
Beverland, M. (2002), "Unlocking the Asian Wine Market: An Exploratory Case Study", International Journal of Wine Marketing, Vol. 14 No. 3, pp. 53-64. https://doi.org/10.1108/eb008746
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited