TY  - JOUR
AB  - 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.
VL  - 17
IS  - 1
SN  - 0954-7541
DO  - 10.1108/eb008784
UR  - https://doi.org/10.1108/eb008784
AU  - Stevens Natalie
AU  - Burns Edgar
PY  - 2005
Y1  - 2005/01/01
TI  - Website Use in the Hawke's Bay Wine Region of New Zealand
T2  - International Journal of Wine Marketing
PB  - Emerald Group Publishing Limited
SP  - 69
EP  - 85
Y2  - 2024/04/26
ER  -