| dc.description.abstract | The aim of this master’s thesis is to provide actionable insights from which other aspiring wine regions can take inspiration. The study includes four case studies of successful regions from New World: Australia, the United States (California), Chile, and South Africa. The thesis contributes to collect information about the strategies, tactics, and best practices they employed, with the goal of coming up with a model that provides new emerging wine regions with the knowledge and insight necessary to navigate the competitive landscape effectively.
The research is qualitative, and the data was collected using secondary sources, mostly journal articles. After analyzing the data, four key actions stood out as being especially important for these countries' success. These key actions were production, influencers, marketing, and partnerships. A clear strategy is key for emerging regions, and they should therefore take these key actions into account.
In previous research, even though they address possible approaches and opportunities for emerging regions, there is still a scarcity of complete frameworks or guidelines that offer actionable steps for success. Therefore, we found it interesting to look at the similarities and differences between successful countries from the New World and draw out the key actions to come up with a model for new emerging regions. | |
