战略品牌创新——中小企业酒庄上下游品牌创新实践的探索性研究

IF 2.3 Q1 AGRONOMY
Marc Dressler, Ivan Paunović
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引用次数: 1

摘要

目的探讨中小酒厂的品牌创新实践,建立品牌创新的中程理论,并解释品牌(再)推出过程中上下游品牌创新的互动关系。设计/方法/方法本研究采用定性研究方法。通过对20家德国酒庄的酒庄老板和经理进行半结构化的电话采访,收集了数据。该方法探讨了产品品牌和产品线品牌、上下游创新组织品牌及其相互作用。研究结果所分析的酒庄为葡萄酒行业的上游和下游品牌创新提供了证据,从而证实了之前的研究结果,即葡萄酒行业不仅受到传统的驱动,而且受到创新的驱动。案例表明,中高档中小酒庄能够区分上下游创新,并进行有意义的整合。此外,研究结果还指出,团队知识共享和专业网络对于上游品牌创新的成功至关重要,而社交媒体对于下游品牌创新的成功至关重要。原创性/价值本文提出了一种新颖的中小型酒庄品牌创新的中程理论,其中资源约束和节俭的创新方法需要一种综合的、实践的方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Strategic brand innovation – an explorative study of up- and downstream brand innovation practices in SME wineries
Purpose The purpose of this paper is to explore brand innovation practices in small and medium enterprise (SME) wineries to found mid-range theory of brand innovation and to explain the interaction between upstream and downstream brand innovation during brand (re)launch. Design/methodology/approach This study deploys a qualitative research method. Data was collected through semi-structured telephone interviews with winery owners and managers from 20 German wineries. The approach explored both product and product line brands, organizational brands regarding upstream and downstream innovation and their mutual interaction. Findings The analyzed wineries provide evidence for up- and downstream brand innovation in the wine industry, thereby confirming previous findings that the wine industry is increasingly driven not only by tradition but also by innovation. The cases demonstrate that upscale SME wineries are able to distinguish between upstream and downstream innovation and integrate them in a meaningful way. Furthermore, the results point to the importance of team knowledge sharing and professional networks for successful upstream brand innovation, as well as social media for downstream brand innovation. Originality/value This paper presents a novel mid-range theory of brand innovation in winery SMEs, where resource constraints and a frugal approach to innovation demand for an integrated, hands-on approach.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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