Table 2 Data structure based on the... | Emerald Publishing

Table 2

Data structure based on the Gioia’s methodology (Gioia et al., 2013)

First-order terms		Second-order themes		Aggregate dimensions
Codes from the websites		Identity component	Theoretical concepts
*Identity and ownership* • Family history (17) • Family identity (173) • Family-owned (ownership) (21) • Generations (7) • Heritage (1) • Legacy (134)	Mission and vision • Goals (4) • Mission and vision statements (60) • Philosophy (78) • Values (9)	CI	• Organisational associations/capabilities/competencies • Corporate strategy • Philosophy • Organisational design/structure • Origin/History/Heritage • Business activities/core offering • Market scope • Mission and vision • Values • Organisational founder and leadership	• Family identity (philosophy, mission, vision, strategy, values)
*Description of wine farms* • Ancient wine culture (1) • Beauty (18) • Boutique (35) • Flagship (6) • Legend (9) • Minimalist (1) • Organic (38) • Size (1) • World-class (23)	Competencies • Awards (66) • Biodynamic (1) • Craftsmanship (3) • Experience (2) • ISO accreditation (1) • Quality (151)	CI
*Personality* • African (1) • Authentic (2) • Humble (1) • Innovation (9) • Loving (36) • Modern/Contemporary (46) • Passionate (50) • Proud (14) • Traditional (30)	Culture • Big-hearted (2) • Dedicated (9) • Ethical (17) • Integrity/Honesty (14) • Spirit of Ubuntu (1) • Strong work ethic (3)	CP	• Brand personality/ • Personality • Culture • Culture around founder • Behaviour (employees and top management) • Reputation, image and personality • Strategic choices	• Family personality (Attitudes and beliefs of members of the family, business culture, history, generations)
*Promise* • Biodiversity (23) • Carbon footprint (4) • Climate (63) • Conservation (50) • Eco-friendly (3) • Energy-saving (3) • Environmental focus (1) • Fairtrade producer (6) • Social responsibility (13) • Sustainability (37) • Soil (69) • Water-wise (2)	Positioning • Accommodation (132) • Architecture/Design (12) • Conferences (13) • Functions (8) • Restaurant (80) • Wedding venue (12) • Wine tasting (36)	CE	• Product-related associations • Visual expression/identity (presentation) • Communication (website) • Human factor (employees and stakeholders)/ • relationships • Positioning • Brand promises/value proposition • Image and reputation	• Family expression (verbal and visual communication, stakeholders)
*Relationships* • Clients/Customers (30) • Community (6) • Employees (32) • Government (12) • Listening (5) • Stakeholders (7) • Storytelling (1) • Stakeholder relationships (3) • Training/Education/ • School (5) • Transparent (7) • Black economic empowerment (1) • Care for children of employees (13) • Caring for employees (1) • Family relationships (1)	• Bees (3) • Dairy farming (1) • Eagles (1) • Fruit farming (15) • Fynbos (22) • Horses (14) • Leopards (2) • Protea (3) • Sandstone (10)	CE

First-order terms		Second-order themes		Aggregate dimensions
Codes from the websites		Identity component	Theoretical concepts
Identity and ownership• Family history (17)• Family identity (173)• Family-owned (ownership) (21)• Generations (7)• Heritage (1)• Legacy (134)	Mission and vision• Goals (4)• Mission and vision statements (60)• Philosophy (78)• Values (9)	CI	• Organisational associations/capabilities/competencies• Corporate strategy• Philosophy• Organisational design/structure• Origin/History/Heritage• Business activities/core offering• Market scope• Mission and vision• Values• Organisational founder and leadership	• Family identity (philosophy, mission, vision, strategy, values)
Description of wine farms• Ancient wine culture (1)• Beauty (18)• Boutique (35)• Flagship (6)• Legend (9)• Minimalist (1)• Organic (38)• Size (1)• World-class (23)	Competencies• Awards (66)• Biodynamic (1)• Craftsmanship (3)• Experience (2)• ISO accreditation (1)• Quality (151)	CI
Personality• African (1)• Authentic (2)• Humble (1)• Innovation (9)• Loving (36)• Modern/Contemporary (46)• Passionate (50)• Proud (14)• Traditional (30)	Culture• Big-hearted (2)• Dedicated (9)• Ethical (17)• Integrity/Honesty (14)• Spirit of Ubuntu (1)• Strong work ethic (3)	CP	• Brand personality/• Personality• Culture• Culture around founder• Behaviour (employees and top management)• Reputation, image and personality• Strategic choices	• Family personality (Attitudes and beliefs of members of the family, business culture, history, generations)
Promise• Biodiversity (23)• Carbon footprint (4)• Climate (63)• Conservation (50)• Eco-friendly (3)• Energy-saving (3)• Environmental focus (1)• Fairtrade producer (6)• Social responsibility (13)• Sustainability (37)• Soil (69)• Water-wise (2)	Positioning• Accommodation (132)• Architecture/Design (12)• Conferences (13)• Functions (8)• Restaurant (80)• Wedding venue (12)• Wine tasting (36)	CE	• Product-related associations• Visual expression/identity (presentation)• Communication (website)• Human factor (employees and stakeholders)/• relationships• Positioning• Brand promises/value proposition• Image and reputation	• Family expression (verbal and visual communication, stakeholders)
Relationships• Clients/Customers (30)• Community (6)• Employees (32)• Government (12)• Listening (5)• Stakeholders (7)• Storytelling (1)• Stakeholder relationships (3)• Training/Education/• School (5)• Transparent (7)• Black economic empowerment (1)• Care for children of employees (13)• Caring for employees (1)• Family relationships (1)	• Bees (3)• Dairy farming (1)• Eagles (1)• Fruit farming (15)• Fynbos (22)• Horses (14)• Leopards (2)• Protea (3)• Sandstone (10)	CE