Domestic and international strategies in the Queensland wine industry
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 2 November 2012
Abstract
Purpose
Over the past decade, the Queensland wine industry has experienced a greater percentage growth than the Australian national average. The aim of the research undertaken for this article is to identify specific national and international strategies that have allowed the industry to achieve this level of growth.
Design/methodology/approach
The study involved a quantitative survey of all Queensland wineries at the time (n=101), using a five‐point Likert‐scaled questionnaire with questions developed from the literature, together with a small‐scale qualitative survey involving in‐depth interviews of winery managers and industry leaders.
Findings
The findings indicated that key strategies in the domestic sector included a focus on cellar door sales combined with establishing links with the tourism industry, together with an incremental expansion of domestic markets. For the international sector, additional strategies included targeting familiar, psychically‐close and niche markets in the initial stages of exporting, as well as taking advantage of firm‐specific strengths and managerial competencies.
Originality/value
Not previously regarded as a major wine producing region of Australia, the Queensland wine industry has received limited attention in the literature, particularly the reasons for its rapid growth in recent years. The article helps to identify the strategies used by wineries in growing the industry.
Keywords
Citation
Bamberry, G. and Wickramasekara, R. (2012), "Domestic and international strategies in the Queensland wine industry", International Journal of Wine Business Research, Vol. 24 No. 4, pp. 302-318. https://doi.org/10.1108/17511061211280347
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited