New England Australia: What follows from regional status? A comparative, political economy approach

Grant, BJ; Dollery, BE; Hearfield, C

New England Australia: What follows from regional status? A comparative, political economy approach

Grant, BJ

Dollery, BE Hearfield, C

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Publisher:: University of Newcastle, Australia
Publication Type:: Conference Proceeding
Citation:: 2009
Issue Date:: 2009-12-10

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	Grant Dollery + Hearfield. 2009. Wine Paper.pdf	Accepted Manuscript version	455.7 kB	Adobe PDF	View/Open

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Field	Value	Language
dc.contributor.author	Grant, BJ https://orcid.org/0000-0002-8055-6046	en_US
dc.contributor.author	Dollery, BE	en_US
dc.contributor.author	Hearfield, C	en_US
dc.date	2009-12-07	en_US
dc.date.available	2009-11-01	en_US
dc.date.issued	2009-12-10	en_US
dc.identifier.citation	2009	en_US
dc.identifier.isbn	978-0-646-52468-9	en_US
dc.identifier.uri	http://hdl.handle.net/10453/45677
dc.description.abstract	The New England Australia wine region was formally defined on the basis of geographical indicators (GIs) in January 2008. To date, the region has pursued a marketing approach built principally on its GI-defined regional status, emphasising cool climate diurnal variation, as well as some markers of cultural and political identity, such as ‘family’ and ‘artisan’ production. This general marketing profile fits hand in glove with that of a region ‘presenting an image of quality and tradition’ (Chang et al, 2006: 6). Yet, as Garcia-Parpet (2007) has reminded us, marketing is not merely about product promotion. It is also about the strategies that businesses adopt to achieve market entry, both legal and cultural, and the mechanisms for circumventing possible barriers. With this in mind, we contrast the marketing strategies of the New England wine-producing region in Australia with that of the Languedoc-Roussillon region in France. While the two occupy similar market positions, they nonetheless reveal diametrically opposed marketing strategies. Against the background of this comparative discussion, we seek to propose methods to enhance the development of the New England wine region so that it becomes a more complete example of successful rural restructuring.	en_US
dc.publisher	University of Newcastle, Australia	en_US
dc.relation.ispartof	“The Business of Wine” The Inaugural Wine Business Research Symposium	en_US
dc.title	New England Australia: What follows from regional status? A comparative, political economy approach	en_US
dc.type	Conference Proceeding
utslib.location	Newcastle, Australia	en_US
utslib.location.activity	Newcastle, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/DVC (Research)
pubs.organisational-group	/University of Technology Sydney/DVC (Research)/lnstitute for Public Policy and Governance
pubs.organisational-group	/University of Technology Sydney/Strength - IPPG - Institute for Public Policy and Governance
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.finish-date	2009-12-09	en_US
pubs.place-of-publication	Newcastle, Australia	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2009-12-07	en_US

Abstract:

The New England Australia wine region was formally defined on the basis of geographical indicators (GIs) in January 2008. To date, the region has pursued a marketing approach built principally on its GI-defined regional status, emphasising cool climate diurnal variation, as well as some markers of cultural and political identity, such as ‘family’ and ‘artisan’ production. This general marketing profile fits hand in glove with that of a region ‘presenting an image of quality and tradition’ (Chang et al, 2006: 6). Yet, as Garcia-Parpet (2007) has reminded us, marketing is not merely about product promotion. It is also about the strategies that businesses adopt to achieve market entry, both legal and cultural, and the mechanisms for circumventing possible barriers. With this in mind, we contrast the marketing strategies of the New England wine-producing region in Australia with that of the Languedoc-Roussillon region in France. While the two occupy similar market positions, they nonetheless reveal diametrically opposed marketing strategies. Against the background of this comparative discussion, we seek to propose methods to enhance the development of the New England wine region so that it becomes a more complete example of successful rural restructuring.

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http://hdl.handle.net/10453/45677