EU_WEST_1-prod-s3-ucmdata-evise-120e619c9bbfea4d7931a9228e3f4318-C_O7163725_3088586.pdf (1.38 MB)
Competitor orientation and value co-creation in sustaining rural New Zealand wine producers
journal contribution
posted on 2019-10-07, 13:28 authored by Jim Crick, Dave Crick, Natalie TebbettThis study, underpinned by the Resource-Based View and its association with the Relational View,
contributes to the existing cross-disciplinary literature involving economic geography, tourism and
marketing by extending the current understanding of the relationship between firms’ value cocreation activities and sales performance in the context of rural wine producing firms. Specifically,
by investigating how a firm’s competitor orientation (possessing and acting upon knowledge of
competitors) affects the relationship between firms’ capabilities to engage in value co-creation
activities and sales performance. This investigation utilises a multi-level qualitative investigation
within small-to-medium-sized, New Zealand wine producers engaging in various value co-creation
activities (wine hospitality and tourism such as accommodation and restaurants through to wine
sales, including at cellar doors). The methods employed involved 40 interviews across 20
businesses; observations of cellar door employees in all 20 firms; and collection of archival data.
The findings reveal that by having a high degree of a competitor orientation, the enhanced value
co-creation activities can help individual companies improve sales performance and support
cluster sustainability, including via repeat tourism. However, results vary among competing
businesses based on the product-markets served, where illustrations of potential tensions highlight
the need for the management of complementary relationships, within and across clusters (the
latter typically being to serve overseas markets). This study consequently offers new unique
insights that explain strategies affecting not just an individual firm’s performance, but also, the
sustainability of other businesses.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Rural StudiesVolume
73Pages
122-134Publisher
ElsevierVersion
- AM (Accepted Manuscript)
Rights holder
© ElsevierPublisher statement
This paper was accepted for publication in the journal Journal of Rural Studies and the definitive published version is available at https://doi.org/10.1016/j.jrurstud.2019.10.019.Acceptance date
2019-10-06Publication date
2019-11-07Copyright date
2020ISSN
0743-0167Publisher version
Language
- en