葡萄酒行业的创新管理——需要解决前端、后端还是两者兼而有之?

IF 2.3 Q1 AGRONOMY
Marc Dressler
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引用次数: 1

摘要

为了给中小企业葡萄酒行业的创新管理提供必要的指导,本文进行了多案例研究。分析了四家德国酒庄的整个价值创造覆盖范围的创新活动。这项研究的重点是一个明显的挑战,即酿酒厂是应该强调葡萄栽培(后端)创新,还是应该强调营销和销售(前端)创新。四个案例的分析结果表明,创新至关重要,战略定位影响每个酒庄的创新组合,酒庄规模和组织影响创新组合,资源依赖可以通过行业层面的合作行动来降低,小生产者必须利用他们的创业导向。所有一体化的葡萄酒生产商都需要解决前端和后端创新问题,但要灵活地强调创新和个人创新组合。酒庄还需要认识到两种不同挑战的协同价值:(1)令人信服的产品需要最佳种植和耕作,而(2)产品分类和处理应考虑客户概况。因此,前端和后端创新需要同步并并行考虑,而不能忽视每个酒厂的战略重点,从而使创新组合个性化。协同创新方法,利用技术和数据挖掘,可以在利用现有葡萄酒行业资源和能力时促进能力和最佳实践的发展。行业层面的知识交流有助于生产者就创新活动、目标和战略达成共识,并通过识别过时或成熟的变革要素来改善商业生态系统。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Innovation Management in Wine Business – Need to Address Front-End, Back-End, or Both?
In order to provide needed orientation of innovation management in the SME wine industry, a multi-case study was realized. The innovation activities of four German wineries for their entire value-creation coverage were analysed. The focus of the study was on an apparent challenge whether wineries should emphasise viticultural (back-end) or marketing and sales (front-end) innovations. The results of the four cases analysed suggest that innovation matters, strategic positioning influences each wineries’ innovation portfolio, winery size and organization impact the innovation portfolio, resource dependency can be reduced through cooperative action at the industry level, and smaller producers must leverage their entrepreneurial orientation. All integrated wine producers need to address front-and back-end innovation, but with flexibility for innovation accentuation and individual innovation portfolios. Wineries also need to recognize the synergetic value of two different challenges: (1) convincing products require optimal planting and farming whereas (2) the product assortment and its treatment should consider customer profiles. Hence, front-and back-end innovations need to be synchronized and considered in parallel, without ignoring each winery’s strategic accents and therefore individualization of the innovation portfolio. A synergetic innovation approach, exploiting technology and data mining, can foster the development of competencies and best practices when using existing wine industry resources and capabilities. Knowledge exchange at the industry-level helps producers reach consensus on innovation activities, goals, and strategies, and to improve the business ecosystem by identifying elements that are obsolete or ripe for change.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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