Website-reflected operating characteristics of wineries’ wine clubs

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Joyendu Bhadury, Professor, Information Systems and Supply Chain Management (Creator)
Nicholas C. Williamson, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:

Abstract: Purpose– The purpose of this empirical research is to identify the distinguishing operating characteristicsof wineries that use what is alleged to be the most profitable channel of distribution formarketing wine in the USA: the wine club.Design/methodology/approach– The research design entails the contrasting of the Web site-reflected operating features ofwineries that support wine clubs with wineries that do not.Findings– Support was found for the great majority of operating features identified in the literature aslikely characterizing the operations of wineries with wine clubs. A notable exception concernsthe lack of confirmation of hypotheses concerning “Wine 2.0” variables.Research limitations/implications– In the apparent pursuit of higher profits, owners and managers of wineries with wine clubsmore frequently adopt operating features that expose them to objective competitive comparisonsthan do owners and managers with other wineries. The former are also more prone to advertiseon their Web sites a variety of offers that collectively constitute a more valuable quid pro quo intheir relationships with consumer buyers than appears to be the case with other wineries.Strategically, results demonstrate that a winery’s adoption of a wine club is not a part of anevolutionary process of wineries in general.Originality/value– There has been no other published empirical research that concerned the identification ofdistinguishing operating features of wineries that use what has been argued to be the mostprofitable channel for marketing wine at retail in the USA: the wine club channel. Wineryowners and managers will find particular value in the results and implications of the research.

Additional Information

International Journal of Wine Business Research
Language: English
Date: 2014
Marketing strategy, USA, Critical success factors, Conceptual/theoretical, Wines , Regression, Direct marketing

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