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The purpose of this paper is to respond to the Special Issue call by developing the case for enhancing understanding of entrepreneurial marketing by utilising biographical…
The purpose of this paper is to respond to the Special Issue call by developing the case for enhancing understanding of entrepreneurial marketing by utilising biographical research. This builds on the limited existing research in entrepreneurial marketing using this approach.
Five entrepreneurial marketers are assessed using biographical research.
The individuals assessed clearly show the connection between the telling of a life story and how a business is run using an entrepreneurial marketing approach. Biographical techniques succeed in addressing the need for situation specific understanding. Entrepreneurial marketing core competencies help establish competitive advantage through their ability to influence behaviour, market creation and growth activities.
Biographical research contributes towards the additional theoretical and practical insight which entrepreneurial marketing requires.
Entrepreneurial marketers can make use of biographical research findings due to their readability and association with their own practices to help shape future strategies.
The biographical approach has been underutilised in entrepreneurial marketing research. These research results enhance existing understanding of the foundations of entrepreneurial marketing.
The 150th anniversary of Thomas Hardy′s birth is briefly noted and a number of recent publications on the author and his work are noted in the context of his corpus of critical material on him.
How Steiner brought to bear the role of the imagination in reconciling ideological polarities on its function in an educational setting cannot be fully understood without…
How Steiner brought to bear the role of the imagination in reconciling ideological polarities on its function in an educational setting cannot be fully understood without examining the outlook on life from whence it sprang ‐ nor without touching upon historical developments in Western education and the extraordinary life and background of Rudolf Steiner himself. This paper uses historical, biographical and autobiographical commentary to develop an interpretation of the origin of Steiner’s notion of imaginative teaching.
Reports on corporate governance, suggesting there are some serious issues of concern. Examines the relationship between major economic problems and governance issues. Considers the recommendations of the Cadbury Committee. Concludes that improvements in the standards of corporate governance must continue, and this will contribute to improvement in the long‐term performance of United Kingdom companies.
ARNOLD BENNETT was a man of two worlds. In the terms of Max Beerbohm's cartoon “Old Self” was plump, wealthy, self‐assured, a landmark of the London scene, a familiar of press magnates, the owner of a yacht; “Young Self” was thin, ambitious, far‐sighted, industrious, secretly terribly anxious to justify himself to himself and decidedly provincial.
Some wine marketing studies make reference to the importance of Generation‐X as the next wave of wine drinkers, but draw attention to a glaring fact; this next generation…
Some wine marketing studies make reference to the importance of Generation‐X as the next wave of wine drinkers, but draw attention to a glaring fact; this next generation is consuming less wine than national averages. Whilst considerable amounts of information about Generation‐X exist, few studies have addressed their underlying wine purchasing behaviours. A mock label for a red and white wine was developed and respondents were asked to indicate their probability of purchase and the price they would pay. A range of wine purchasing behaviour questions were included. A questionnaire was randomly presented in a mail survey to 1,144 New Zealand respondents drawn from a national wine mailing list (n=640) and an academic institution (n=504). No follow‐up was undertaken and a 28% response rate was achieved. Generation‐X wine consumers exhibited more differences than similarities to the older age cohort, with many differences being statistically significant. Whilst Generation‐X purchase wines in a similar fashion, they are mainly light purchasers of bottled wine. Generation‐X respondents showed a stronger likelihood of purchasing a never‐before‐seen wine and place a different emphasis on wine label information. More research on Generation‐X and their behaviours as wine consumers is required.
Consumers make numerous decisions about product purchases and these are influenced by internal and external factors. Manufacturer influence over some external elements can…
Consumers make numerous decisions about product purchases and these are influenced by internal and external factors. Manufacturer influence over some external elements can occur through packaging. In wine marketing, packaging and labels assume undeniable influence with packaging forming an integral part of any wine's promotion and consumption. This article reviews New Zealand's wine market against limited available consumer research. The retail environment, segmentation, motives and influences are also examined prior to an elaboration of wine packaging that focuses on labels. It is concluded that New Zealand's wine industry is currently attracted to lucrative export markets and may be limiting its efforts on the home front. The home market, capable of expansion, will require a concentrated consumer research effort aimed at identifying the impact of label perceptions on consumer purchases. Such research ultimately should assist both domestic and international marketing activities.
Some wine marketing studies make reference to the importance of wine labels and the information they contain. Others suggests that the information content of wine labels…
Some wine marketing studies make reference to the importance of wine labels and the information they contain. Others suggests that the information content of wine labels be grouped under seven information positioning statements: namely, parentage, nonpareil, manufacture, attributes, endorsements, end user and end use. Nested within some of these statements is other information commonly associated with wine lables. There is a dearth of research that examines the importance of these seven statements or their expanded state. A questionnaire, exploring the importance of an expanded list of information elements and the importance of front and back labels, was constructed. As these questions formed part of a larger research endeavour, eight versions and two wine types were presented in a mail survey to 1.144 participants. The survey sample was drawn from a national wine mailing list (n=640). plus staff (n=304) and students (n=200) of an academic institution. No follow‐up activity was undertaken and a 28% response rate was achieved. A range of behavioural and demographic information was collected. Using a 7‐point scale, respondents were asked to indicate how important 14 pieces of information were to them in deciding on which wine to buy. Varied and significant levels of importance exist for some elements of wine label information. For example, front labels were found to be more important than back labels, and this is supported by significant differences amongst some background information. The expansion of parentage into its component parts shows wine company and brand name to be more important than history of wine maker or history of wine region. The results of this research challenge a number of existing findings and beliefs on the importance of various elements of wine label information.