A case if too many cases? A longitudinal case study of the strategic challenges facing the New Zealand wine industry

Philip Bretherton, Michael B Beverland

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Research › peer-review

Original language	English
Title of host publication	Multicultural marketing conference proceedings
Editors	Enrique Bigne, Salah S Hassan, J S Johar
Place of Publication	Valencia Spain
Publisher	Academy of Marketing Science
Pages	67 - 81
Number of pages	15
Volume	IV-B
Publication status	Published - 2002
Event	Multicultural Marketing Conference - Valencia, Spain, Valencia Spain Duration: 1 Jan 2002 → …

Conference	Multicultural Marketing Conference
City	Valencia Spain
Period	1/01/02 → …

Cite this

@inproceedings{8962a144f2024952bfbfcdcef8f70094,

title = "A case if too many cases? A longitudinal case study of the strategic challenges facing the New Zealand wine industry",

author = "Philip Bretherton and Beverland, {Michael B}",

year = "2002",

language = "English",

volume = "IV-B",

pages = "67 -- 81",

editor = "Enrique Bigne and Hassan, {Salah S} and Johar, {J S}",

booktitle = "Multicultural marketing conference proceedings",

publisher = "Academy of Marketing Science",

note = "Multicultural Marketing Conference ; Conference date: 01-01-2002",

}

Bretherton, P & Beverland, MB 2002, A case if too many cases? A longitudinal case study of the strategic challenges facing the New Zealand wine industry. in E Bigne, SS Hassan & JS Johar (eds), Multicultural marketing conference proceedings. vol. IV-B, Academy of Marketing Science, Valencia Spain, pp. 67 - 81, Multicultural Marketing Conference, Valencia Spain, 1/01/02.

A case if too many cases? A longitudinal case study of the strategic challenges facing the New Zealand wine industry. / Bretherton, Philip; Beverland, Michael B.
Multicultural marketing conference proceedings. ed. / Enrique Bigne; Salah S Hassan; J S Johar. Vol. IV-B Valencia Spain: Academy of Marketing Science, 2002. p. 67 - 81.

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Research › peer-review

TY - GEN

T1 - A case if too many cases? A longitudinal case study of the strategic challenges facing the New Zealand wine industry

AU - Bretherton, Philip

AU - Beverland, Michael B

PY - 2002

Y1 - 2002

M3 - Conference Paper

VL - IV-B

SP - 67

EP - 81

BT - Multicultural marketing conference proceedings

A2 - Bigne, Enrique

A2 - Hassan, Salah S

A2 - Johar, J S

PB - Academy of Marketing Science

CY - Valencia Spain

T2 - Multicultural Marketing Conference

Y2 - 1 January 2002

ER -