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Title: New England Australia: What Follows from Regional Status? A Comparative, Political Economy Approach
Contributor(s): Grant, Bligh  (author); Dollery, Brian E  (author); Hearfield, Colin  (author)
Publication Date: 2009
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Abstract: The New England Australia wine region was formally defined on the basis of geographical indicators (GIs) in January 2008. To date, the region has pursued a marketing approach built principally on its GI-defined regional status, emphasising cool climate diurnal variation, as well as some markers of cultural and political identity, such as 'family' and 'artisan' production. This general marketing profile fits hand in glove with that of a region 'presenting an image of quality and tradition' (Chang et al, 2006: 6). Yet, as Garcia-Parpet (2007) has reminded us, marketing is not merely about product promotion. It is also about the strategies that businesses adopt to achieve market entry, both legal and cultural, and the mechanisms for circumventing possible barriers. With this in mind, we contrast the marketing strategies of the New England wine-producing region in Australia with that of the Languedoc-Roussillon region in France. While the two occupy similar market positions, they nonetheless reveal diametrically opposed marketing strategies. Against the background of this comparative discussion, we seek to propose methods to enhance the development of the New England wine region so that it becomes a more complete example of successful rural restructuring.
Publication Type: Conference Publication
Conference Name: 'The Business of Wine': The Inaugural Wine Business Research Symposium, Newcastle, Australia, 7 - 8 December 2009
Conference Details: 'The Business of Wine': The Inaugural Wine Business Research Symposium, Newcastle, Australia, 7 - 8 December 2009
Source of Publication: 'The Business of Wine': The Inaugural Wine Business Research Symposium Proceedings, p. 167-187
Publisher: Centre for Institutional and Organisational Studies, University of Newcastle
Place of Publication: Newcastle, Australia
Field of Research (FOR): 070604 Oenology and Viticulture
Peer Reviewed: Yes
HERDC Category Description: E1 Refereed Scholarly Conference Publication
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