Brand value, convictions, flexibility, and New Zealand wine

Beverland, M 2004, 'Brand value, convictions, flexibility, and New Zealand wine', Business Horizons, vol. 47, no. 5, pp. 53-61.


Document type: Journal Article
Collection: Journal Articles

Title Brand value, convictions, flexibility, and New Zealand wine
Author(s) Beverland, M
Year 2004
Journal name Business Horizons
Volume number 47
Issue number 5
Start page 53
End page 61
Total pages 9
Publisher Elsevier Inc.
Abstract How can small firms compete successfully in today's complex and dynamic markets without selling out? Seemingly only highly resourced companies can develop global brands that afford some degree of protection from turbulent market forces. But Palliser Estate Wines of New Zealand is one small firm that has managed to develop a strong brand. Adhering to a core set of values, it has ensured the effective use of limited resources and built a competitive advantage through considered action. By blending four different types of marketing practices, Palliser has created a unique cultural outlook that other small business owners can adopt.
Subject Marketing Management (incl. Strategy and Customer Relations)
DOI - identifier 10.1016/j.bushor.2004.07.009
ISSN 0007-6813
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