...Leeford Edem Kojo Ameyibor; Peter Anabila; Yvonne Kabeya Saini Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry...

... their choice. Thus, SM tools have gained increasing importance in the wine sector over time, making it an interesting topic for agricultural economists. The paper is structured as follows. A literature review on the relationship between SM adoption and business performance, and on the relationship between...

... Competitive strategy Business performance France Winemaking The cost leadership strategy: a firm produces and sells at lower cost than its competitors. The differentiation strategy: is based on any distinctive organizational capability that represents a competitive advantage. The niche market...

.... Practical implications These results not only provide some basis for Australia's success in wine exporting, but also add to the literature on the effect of the external environment on business performance. Originality value Wine exporting countries can use the results to help shape policy for creating...