Examining the Turkish wine industry: marketing effectiveness and recommendations for increasing its competitive performance

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dc.authoridAzabagaoglu, Mecit Omer/0000-0002-7745-0574
dc.authoridAkyol, Ayse/0000-0002-4039-5823
dc.authorwosidAkyol, Ayşe/AAT-9143-2021
dc.authorwosidAzabagaoglu, Mecit Omer/ABA-3392-2020
dc.contributor.authorAzabagaoglu, M. Omer
dc.contributor.authorAkyol, Ayse
dc.contributor.authorOzay, Aysu
dc.date.accessioned2024-06-12T11:17:19Z
dc.date.available2024-06-12T11:17:19Z
dc.date.issued2006
dc.departmentTrakya Üniversitesien_US
dc.description.abstractThe marketing of wine has been under some scrutiny in relation to targeting new consumers, developing and launching new products, and the impact of changing market conditions on performance. The highly competitive environment of marketing alcoholic drinks in the international arena is changing the face of the wineries and their wine marketing strategies. The new course of action demands that wineries improve marketing policies in harmony with their production capacity. The market share of new world wines sold in many European countries has increased over the past decade. More marketing, together with more innovative production and a more recognisable labelling scheme, are often regarded as the keys to the marketing success of these new wines. The aim of this study is to determine the relationship between the marketing effectiveness and company performance in the Turkish wine industry. In this study, it was found that in production capacity, except in customer philosophy, there are significant differences in operational efficiency, strategic orientation, adequate marketing information, and integrated marketing organisation variables. It is also shown that there is, in terms of sales growth, a significant difference in customer philosophy, operational efficiency, and strategic orientation; but not in adequate marketing information or integrated marketing organisation.en_US
dc.identifier.doi10.1080/01140671.2006.9514415
dc.identifier.endpage268en_US
dc.identifier.issn0114-0671
dc.identifier.issue3en_US
dc.identifier.scopus2-s2.0-33750312236en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage257en_US
dc.identifier.urihttps://doi.org/10.1080/01140671.2006.9514415
dc.identifier.urihttps://hdl.handle.net/20.500.14551/24666
dc.identifier.volume34en_US
dc.identifier.wosWOS:000241237800009en_US
dc.identifier.wosqualityQ4en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRsnz Publishingen_US
dc.relation.ispartofNew Zealand Journal Of Crop And Horticultural Scienceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectWineen_US
dc.subjectWine Industryen_US
dc.subjectMarketing Effectivenessen_US
dc.subjectCompetitive Performanceen_US
dc.subjectTurkeyen_US
dc.titleExamining the Turkish wine industry: marketing effectiveness and recommendations for increasing its competitive performanceen_US
dc.typeArticleen_US

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