Research on innovation is continuously improving and the academic debate on innovation is hugely wide and alive. Following the work of some eminent scholars (see among others Hauser et al., 2006), we will focus on the issue of marketing innovation conceived as an incremental innovation in marketing that upgrade the benefits (substantial price or functional) to users. This paper means to perform and analyze the determinants of marketing innovative behaviours in wine SMEs by performing an explorative study of the Apulia region, in southern Italy. The paper wants to answer the following research questions: which drivers promote marketing innovative behaviours among SMEs? A mixed approach has been adopted in research designing (Yin, 1998) and particular attention has been paid to research strategy triangulation and multiple data source selection when building the case. A web based survey has been submitted to a sample of 100 wineries and 63 responses have been collected. Data once collected have been analysed and integrated with secondary data previously collected. The paper is structured as follows: in the first part a literature review on marketing innovation and innovation in general and in the wine industry is provided; secondly methodology and hypothesis are presented. Then the case study is introduced. After the data analysis section implications and conclusions are drawn.
Exploring the Determinants of Marketing Innovative Behaviours in Wine SMEs: an Explorative Case Study in the Apulian Wine Business
CONTO', FRANCESCO;FIORE, MARIANTONIETTA;SILVESTRI, RAFFAELE
2013-01-01
Abstract
Research on innovation is continuously improving and the academic debate on innovation is hugely wide and alive. Following the work of some eminent scholars (see among others Hauser et al., 2006), we will focus on the issue of marketing innovation conceived as an incremental innovation in marketing that upgrade the benefits (substantial price or functional) to users. This paper means to perform and analyze the determinants of marketing innovative behaviours in wine SMEs by performing an explorative study of the Apulia region, in southern Italy. The paper wants to answer the following research questions: which drivers promote marketing innovative behaviours among SMEs? A mixed approach has been adopted in research designing (Yin, 1998) and particular attention has been paid to research strategy triangulation and multiple data source selection when building the case. A web based survey has been submitted to a sample of 100 wineries and 63 responses have been collected. Data once collected have been analysed and integrated with secondary data previously collected. The paper is structured as follows: in the first part a literature review on marketing innovation and innovation in general and in the wine industry is provided; secondly methodology and hypothesis are presented. Then the case study is introduced. After the data analysis section implications and conclusions are drawn.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
