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Website Use in the Hawke's Bay Wine Region of New Zealand

Natalie Stevens (Lectures in Marketing and Small Business Enterprises in the Faculties of Business and Computing, and Health and Sport Science at the Eastern Institute of Technology, Taradale, situated in the Hawke's Bay wine‐growing region of New Zealand.)
Edgar Burns (Lectures within the Faculties of Business and Computing, and Arts and Social Sciences. His teaching includes sociology, research papers, Small Business, and he acts as a research mentor. )

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 2005



The Internet has been heralded as having the potential to completely revolutionise the way organisations conduct their business and cited as the most rapidly adopted medium of our time. This study investigates Internet usage in the context of Hawke's Bay wineries within New Zealand. Although web potential has been well documented, the reality lags somewhat behind. A survey of thirty‐six Hawke's Bay winery websites was conducted applying a content analysis method previously used within the international wine sector. The results show positive adoption of current web technology. However, the analysis shows potential still remains for better utilisation by wineries of the web. There appears to be significant room to add value to websites and emphasise a range of brand and relationship building activities. Such a policy could confer competitive advantage and add another option for global exposure for wineries committed to incorporating a fully functioning web dimension into their long‐term marketing strategy. International markets will increase in importance as New Zealand wine production continues to rise steeply.



Stevens, N. and Burns, E. (2005), "Website Use in the Hawke's Bay Wine Region of New Zealand", International Journal of Wine Marketing, Vol. 17 No. 1, pp. 69-85.



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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