...Maureen Benson‐Rea; Victoria Little; Yvon Dufour Purpose The purpose of this paper is to introduce the special issue of case studies in the enterprise diversity of wine business and to situate the wine business cases selected for this special issue, which feature a diversity of formats...

... earlier research findings is discussed. A case study methodology for conducting research into the New Zealand wine sector is then considered. The preliminary findings suggest that vineyards increasingly employ a pluralistic approach to marketing combining transaction marketing with relational types...

... on their role in wine marketing strategy. The purpose of this paper is to examine the use and evolution of regional wine events from a strategic perspective. Findings are based upon seven case studies from Australia and New Zealand. The authors argue that over time events evolve through a series of stages from...