G_Roach_Final_thesis_1_Dec_2011.pdf (1.93 MB)
Horizontal networks and collaborative marketing in the Tasmanian wine industry
thesisposted on 2023-05-26, 01:29 authored by Roach, G
In the past thirty or so years, an increasing number of organisations have formed business-to-business relationships as an alternative to traditional market exchange. Much of the literature in this area focuses on the nature of dyadic relationships or vertical networks between heterogeneous businesses in a supply chain. Far less research has examined how competitors interact at a network level, and, more specifically, why these organisations would choose to engage in collaborative marketing. This thesis examines the nature of horizontal networks and collaborative marketing in the context of the Tasmanian wine industry. It uses network theory to explore the phenomena of inter-producer relationships within a specific wine region of Australia. The research is guided by the following questions: why do Tasmanian wine producers join horizontal networks, what types of collaborative marketing do Tasmanian wine producers engage in within horizontal networks, and what factors affect collaborative marketing between Tasmanian wine producers in horizontal networks. Qualitative data were gathered via in-depth interviews with firstly, industry informants, and secondly, individual wine producing businesses. These data were supplemented with information drawn from websites, industry publications, and news sources. A key aim of the study was to explore how horizontal networks are perceived by Tasmanian wine producers, and to what extent these businesses engage in collaborative marketing. Analysis of the data revealed that there are three horizontal networks within the Tasmanian wine industry, which are all of a formal nature. While these networks share a similar purpose, there was divergence between how successful each network‚ÄövÑvºs attempts at collaborative marketing had been. Furthermore, certain horizontal networks in the industry boasted higher levels of member trust, commitment, mutual benefit, and camaraderie. These factors have led to differences in the way each network is perceived, and the benefits of collaboration each offers. Parallels between Tasmania‚ÄövÑvºs only state-wide industry association and the state‚ÄövÑvºs largest sub-regional network, have resulted in some conflict and rivalry which, going forward, may restrict the implementation of collaborative marketing at a state-wide level.
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