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Small Wineries - Balancing the Making and the Marketing

Sims, Robert and Demediuk, Peter (2003) Small Wineries - Balancing the Making and the Marketing. In: Proceedings of the 16th Conference of the Small Enterprise Association of Australia and New Zealand, Inc. University of Ballarat, Ballarat, Vic..

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Abstract

How small wineries actively approach marketing is the key determinant of their sustainability. Using a narrative approach to case study research, the paper investigates the balance of critical success factors that guide operations at a newly-profitable small boutique winery, and in particular examines the implications for marketing. The case study provides an instructive example of how one small winery has taken purposeful market focus and actioned it in order to survive. An increased market focus for small wineries requires them more clearly about where the product ends up, rather than the more palatable concentration on the making of good wine

Item Type: Book Section
ISBN: 1876851090
Additional Information:

Small Enterprise Association of Australia and New Zealand (16th : 2003 : University of Ballarat)

Uncontrolled Keywords: ResPubID6296, small business, sustainability, critical success factors, boutique winery, wine making, SEAANZ
Subjects: Faculty/School/Research Centre/Department > School of Accounting
FOR Classification > 1503 Business and Management
Depositing User: VUIR
Date Deposited: 10 Nov 2013 04:51
Last Modified: 10 Nov 2013 04:51
URI: http://vuir.vu.edu.au/id/eprint/6424
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