A grounded model of marketing strategy evolution: Evidence from the New Zealand wine industry

Michael B Beverland, Philip Bretherton, Adam Lindgreen

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

Original languageEnglish
Title of host publicationProceedings of the annual conference Academy of Marketing
EditorsA C Tynan, C Ennew, H Winklhofer, L O'Malley, S McKenchnie, D Mitsussis, M Patterson, M-N Liao
Place of PublicationNottingham UK
PublisherNottingham University Business School
Pages1 - 30
Number of pages30
ISBN (Print)0-85358-114-2
Publication statusPublished - 2002
EventAcademy of Marketing Conference 2002: The Marketing Landscape: signs for the future - Nottingham, United Kingdom
Duration: 2 Jul 20025 Jul 2002
Conference number: 35th

Conference

ConferenceAcademy of Marketing Conference 2002
Abbreviated titleAM 2002
CountryUnited Kingdom
CityNottingham
Period2/07/025/07/02

Cite this

Beverland, M. B., Bretherton, P., & Lindgreen, A. (2002). A grounded model of marketing strategy evolution: Evidence from the New Zealand wine industry. In A. C. Tynan, C. Ennew, H. Winklhofer, L. O'Malley, S. McKenchnie, D. Mitsussis, M. Patterson, & M-N. Liao (Eds.), Proceedings of the annual conference Academy of Marketing (pp. 1 - 30). Nottingham University Business School.