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11 – 20 of 88Edward Mabaya, Morgann Ross, Raj Shrestha and Amity Weiss
The main topics covered by this case are marketing strategies in a saturated market, human resource management, small enterprise challenges and constraints and corporate strategy.
Abstract
Subject area
The main topics covered by this case are marketing strategies in a saturated market, human resource management, small enterprise challenges and constraints and corporate strategy.
Study level/applicability
The intended audiences for this case are upper-level undergraduate and graduate students. Students getting their degrees in business, international labor relations, marketing or public policy/administration are the main targets for this case. Students also interested in in agriculture, international development and race relations will benefit from studying this case.
Case overview
The international wine market is highly competitive. Innovative strategies are needed for new wineries to stand out in this saturated market. Both the product quality and its life story are important to consumers. Seven Sisters is exploring two new markets – Nigeria and Sweden – to expand their international presence. Also explored are marketing strategies for deeper penetration of the domestic market in South Africa. The case study illustrates the challenges and opportunities facing a small, women-owned enterprise from an emerging economy that is exploring international markets.
Expected learning outcomes
The specific teaching objective of this case is to teach students the importance of marketing and corporate strategy in a highly saturated market, such as South Africa. Analyzing this case, students will be exposed to value chains, formulating corporate strategy and devising marketing strategy.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Deepa Jawahar, Vinney Zephaniah Vincent and Anju Varghese Philip
All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product…
Abstract
Purpose
All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity.
Design/methodology/approach
In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India.
Findings
Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment.
Research limitations/implications
This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers.
Originality/value
This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.
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Vanessa Quintal, Ben Thomas, Ian Phau and Zorana Soldat
The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile…
Abstract
Purpose
The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile and explaining their behavioural intentions in the Australian winescape.
Design/methodology/approach
A literature review, focus groups and expert panels generated an extensive list of push–pull winescape attributes. Pen-and-paper surveys conveniently sampled 739 wine tourists at three wineries across three wine regions in Australia. Adopting push–pull winescape attributes as the segmentation base, cluster analysis identified four segments, namely, inspireds, self-drivens, market-drivens and inerts, and their behavioural intentions were examined.
Findings
Inspireds demonstrate both self- and market-motivation. Self-drivens exhibit self-motivation but limited market-motivation, whereas Market-drivens characterise market-motivation but limited self-motivation. Inerts are limited in both market- and self-motivations. At the Swan Valley, all four segments were identified, with Inspireds being the most willing to revisit and recommend to others and Inerts, the least willing. At the Barossa Valley, only two segments emerged. Again, Inspireds and Inerts were the most and least willing to revisit and recommend to others respectively. Finally, at the Yarra Valley, three segments were identified. Market-drivens were most willing to revisit and recommend to others, followed by self-drivens and lastly, by inerts.
Research limitations/implications
A comprehensive push–pull winescape segmentation base of wine tourists is introduced, which provides a more sophisticated profile of wine tourist segments than otherwise would be attained with conventional measures.
Practical implications
New insights into who the wine tourist is and what it is they seek from the winescape are vital to smaller wine producers whose best access to the domestic retail and export markets is through direct selling at the cellar door.
Originality/value
The empirically tested 18-item push–pull winescape instrument presents a comprehensive segmentation approach, which profiles wine tourists and predicts their behavioural intentions based on an extensive investigation of push–pull winescape attributes.
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Valsaraj Payini, Kartikeya Bolar, Jyothi Mallya and Vasanth Kamath
This study aims to identify and validate the different clusters of wine festival visitors based on their hedonic motivation. Further, this study also sought how identified…
Abstract
Purpose
This study aims to identify and validate the different clusters of wine festival visitors based on their hedonic motivation. Further, this study also sought how identified clusters were different in terms of perceived value, satisfaction and loyalty to the wine festival.
Design/methodology/approach
A survey was conducted during the International Beach Wine Festival held in Karnataka, India, to collect primary data from 400 visitors. Data were subjected to a two-step cluster analysis. Further, cluster segmentation based on visitors’ demographics, perceived value, satisfaction and loyalty was conducted. Decision tree analysis based on recursive partitioning algorithm was used to validate the clusters.
Findings
A two-step cluster analysis identified two distinct segments and named those as elite and informal visitors based on hedonic motivation. The cluster scores show that the elite group had the best ratings on social status, socialization and family harmony. On the other hand, the informal group had top scores for wine tasting, enjoyment, change from routine and the festival atmosphere. Decision tree analysis results indicate that social status enjoyment and taste motives differentiate an informal group from the elite group.
Research limitations/implications
This study was conducted in a wine festival held in a single location. To assess the strength of the results, case studies in other regions will be of importance.
Originality/value
This study extended the knowledge of the wine festival by adapting hedonic motivation as a basis for wine festival segmentation. Besides, this study’s empirical findings would greatly benefit wine festival organizers to formulate an appropriate marketing strategy to target each wine festival visitors’ cluster based on the differentiating factors obtained from the decision tree modelling.
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