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The International Marketing of Cyprus Wines A Case Example The UK Market

The International Marketing of Cyprus Wines A Case Example The UK Market Collectively, Cypriot wineproducing firms have been unsuccessfully pursuing a strategy of market penetration in the UK for some time. Attempts to investigate and explain the reasons for the failure of this strategy via an interfaceexchange approach to the study, operationalized around key actors and forces within the international marketing system for Cyprus wines. This empirical approach provides data from a study of purchasing executives in UK wine retailing organizations, as well as qualitative material from a field investigation in Cyprus. Implicit within the study has been an advocacy which focuses on the consideration and implementation of a marketing ideology within the marketing system. Even though the authors are well aware that the successful implementation of the marketing concept is not a panacea for the current problems of Cyprus wineries, it nevertheless provides a framework on which to formulate offensive strategies and competitive manoeuvres in the UK market for wine. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

The International Marketing of Cyprus Wines A Case Example The UK Market

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008593
Publisher site
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Abstract

Collectively, Cypriot wineproducing firms have been unsuccessfully pursuing a strategy of market penetration in the UK for some time. Attempts to investigate and explain the reasons for the failure of this strategy via an interfaceexchange approach to the study, operationalized around key actors and forces within the international marketing system for Cyprus wines. This empirical approach provides data from a study of purchasing executives in UK wine retailing organizations, as well as qualitative material from a field investigation in Cyprus. Implicit within the study has been an advocacy which focuses on the consideration and implementation of a marketing ideology within the marketing system. Even though the authors are well aware that the successful implementation of the marketing concept is not a panacea for the current problems of Cyprus wineries, it nevertheless provides a framework on which to formulate offensive strategies and competitive manoeuvres in the UK market for wine.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Jan 1, 1992

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