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- W1599234463 abstract "Purpose – The purpose of this paper is to investigate how decision making and learning are related to marketing planning among owner/managers with lifestyle in comparison to growth-oriented objectives in the New Zealand wine industry. Design/methodology/approach – The study reports on 12 interviews with owner/managers of New Zealand vineyards. The vineyards were small to medium sized and independently owned to avoid bias from parent company decision making within larger scale corporate wine producers. Findings – Different degrees of causation and effectuation-based decision making were found to exist among owner/managers starting from the nascent stage in their respective marketing planning processes. Learning to different degrees was evident in order to remain competitive in a climate of uncertainty and not least of which due to problematic exchange rates. An important issue influencing decision making was whether owner/managers were running the vineyard to maintain a lifestyle or a growth strategy; an issue affecting perceptions of risks and rewards. Originality/value – The originality of the study is that it employs an effectuation lens in respect of the marketing planning process; specifically, decision making among owner/managers with differing objectives, experience and perceptions of risks and rewards." @default.
- W1599234463 created "2016-06-24" @default.
- W1599234463 creator A5013163717 @default.
- W1599234463 creator A5016614425 @default.
- W1599234463 date "2015-08-03" @default.
- W1599234463 modified "2023-10-15" @default.
- W1599234463 title "Learning and decision making in marketing planning: a study of New Zealand vineyards" @default.
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- W1599234463 doi "https://doi.org/10.1108/mip-08-2014-0144" @default.
- W1599234463 hasPublicationYear "2015" @default.
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