International Journal of Wine Business Research

ISSN: 1751-1062

Publication date: 15 March 2013



Orth, U. (2013), "Editorial", International Journal of Wine Business Research, Vol. 25 No. 1. https://doi.org/10.1108/IJWBR.04325aaa.001

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International Journal of Wine Business Research, Volume 25, Issue 1

IJWBR is a journal that draws from many disciplines and accepts many different approaches to knowledge creation. As a consequence a diverse set of manuscripts has been submitted in the past, and many of them have ultimately been published. Still, I would like to open this year’s first issue by stating that more can be done, particularly by encouraging authors to submit manuscripts that deal with business issues other than marketing or buyer behavior. Human resource management, family business, entrepreneurship, management information systems, and strategic management are all disciplines ripe with potential contributions to wine business, and I can imagine a large array of topics potentially interesting to IJWBR readership. This issue’s first paper holds just one example for such a more diverse topical focus beyond the marketing discipline and I invite other submissions to more accurately reflect IJWBR’s multidisciplinary positioning. Three more papers conspire to make this another well-rounded issue providing researchers and managers with useful insights. Their origins – Portugal, Chile, and Germany – testify to the journal’s international nature.

Innovation is an acknowledged concept in strategic management as firms strive for establishing a competitive advantage. Little is known, however, what types of innovation wine businesses pursue, or what – if any – differences exist with regards to regional wine industries. Examining the Canadian wine industry through a firm-level survey, David Doloreux and his colleagues develop and validate a framework that differentiates between types of innovations (related to products, technology, management, marketing, and business), innovation activities (internal and external R&D, training, marketing, and commercialization activities), and knowledge sources (customers, supplies, competitors, consultants, higher education, government, and industry associations). The findings suggest that four clusters of firms exist that share similar modes of innovation and vary in size across the three wine-producing provinces in Canada.

Market orientation is an acknowledged driver of success as firms that better understand markets, sources of value, competitors, information and coordination issues enjoy advantages in terms of more satisfied and loyal customers, and overall better performance. Yet, many wine businesses maintain a product-centered view focusing on viticulture and enology. Carleton University’s researchers José I. Rojas-Méndez and Michel Rod present an insightful study that goes beyond establishing the degree of market orientation found with Chilean wine producers to additionally contrast two commonly employed measures of market-orientation. Particularly beneficial to readers is their relating both scales to objective versus subjective measures of firm performance, and their identifying competitive and cultural environmental factors as influencers of the market orientation – business performance relationship.

Numerous studies have been published on how travelers perceive and respond to wine-related offers in tourism contexts but significantly less is known on how wine businesses view tourism and the obstacles and opportunities possibly associated with it. Focusing on Germany as an example context, Robert Nash and his colleagues generate insights into owners’ and managers’ perception of wine tourism activities, target segments, marketing activities, and trends. Identifying obstacles such as limited resources, lack of knowledge, and cooperation aversion aids in developing strategies for more successful regional wine tourism.

Marketing research in its early stages focused exclusively on intrinsic product attributes as possible drivers of buyer behavior. Later studies broadened this perspective to include extrinsic cues used by consumers to infer quality and to guide behavioral intention. Blending qualitative with quantitative approaches, Portuguese researchers Teresa C. Fernandes Ferreira Madureira and her colleagues integrate the extrinsic with the intrinsic perspective to identify what wine attributes influence consumer decision making. Further findings relate to the role of consumer enduring involvement in the decision process.

In concluding this year’s first issue, I would like to remind you of the 7th International Conference of the Academy of Wine Business Research (June 12-15, 2013), hosted by the Faculty of Business at Brock University in St Catharines, Ontario (Canada). Offering an attractive program including many papers on a broad variety of topics from researchers located all around the globe, this conference is the prime opportunity for wine business academics and industry professionals to come together and share their experiences and knowledge.