Các thực hành tiếp thị trong cụm ngành rượu vang: những hiểu biết từ Chile

Emerald - 2013
ChristianFelzensztein1, Kenneth R.Deans2
1School of Business, Universidad Adolfo Ibáñez, Santiago, Chile
2Department of Marketing, University of Otago, Dunedin, New Zealand

Tóm tắt

Mục đíchNghiên cứu này nhằm điều tra các chiến lược hợp tác trong cụm rượu vang Chile, đặc biệt là các yếu tố ảnh hưởng đến sự phát triển của hợp tác tiếp thị giữa các công ty.Thiết kế/phương pháp tiếp cậnMột cuộc điều tra dân số vào năm 2011 đã được thực hiện trong cụm rượu vang Chile. Tỷ lệ phản hồi đạt được là 30 phần trăm và kết quả được trình bày ở đây.Kết quảKết quả nổi bật rằng lợi ích về vị trí của sự hợp tác và khả năng tiếp cận thông tin cũng như công nghệ là rất quan trọng cho sự thành công. Nghiên cứu trước đó đã tập trung vào vấn đề terroir. Kết quả cũng cung cấp bằng chứng về sự hợp tác giữa các công ty nằm gần với công ty trung tâm, đặc biệt là những công ty trực tiếp tham gia vào chuỗi giá trị của nó. Cũng có bằng chứng về các công ty hợp tác trong các hoạt động tiếp thị nhằm thu hút khách hàng mới và tăng cường mối quan hệ B2B vốn có.Giới hạn/ngụ ý nghiên cứuCác phát hiện làm sáng tỏ các chiến lược nâng cao mạng lưới kinh doanh chính thức và không chính thức như một yếu tố thuận lợi cho sự hợp tác hiệu quả giữa các công ty trong tiếp thị, đặc biệt trong các doanh nghiệp nhỏ và vừa. Nghiên cứu này cũng sẽ thu hút sự quan tâm của các cơ quan địa phương và các tổ chức ngành tìm kiếm cách tăng cường hợp tác giữa các công ty cụm địa phương.Giá trị/độc đáoNghiên cứu này đóng góp vào việc hiểu và định nghĩa các ngoại tác truyền thống và tiếp thị mà các “thành viên” của cụm ngành đạt được do sự đồng vị trí.

Từ khóa


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