Abstract:
The New Zealand wine industry is an exciting and dynamic entrant to the international wine market. Foreign markets have become increasingly viable and natural opportunities for growth-oriented firms, and in the last decade we have seen a proliferation of small wineries throughout the country. The ability to sustain competitiveness overseas is critical to the success of this industry and the onus of that challenge lies with the large number of small enterprises that create the basis for the industry's lifeblood and are active in pursuing international opportunities.
This thesis is exploratory in nature and examines the relationship between export strategy and export performance in small New Zealand wine exporters. It focuses on existing exporters and questions how strategy influences their performance and what factors are perceived to contribute to success in export ventures. These objectives provide the rationale for this empirical investigation. Based on a conceptual model posited by Aaby and Slater (1989), a modified framework was formulated incorporating wine marketing and export performance literature creating a comprehensive set of potential determinants. This broad framework provides an overview of export performance dimensions and supports contentions that managerial and strategic elements are influential in success. For the purpose of this research, six small wine exporters were selected and qualitative analysis techniques were employed, primarily based on in-depth interviews. Finally the conclusions are presented and implications are drawn for managers and future research.
