Domestic and international strategies in the Queensland wine industry

Wickramasekera, Rumintha & Bamberry, Geoff (2012) Domestic and international strategies in the Queensland wine industry. International Journal of Wine Business Research, 24(4), pp. 302-318.

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Over the past decade, the Queensland wine industry has experienced a greater percentage growth than the Australian national average. The aim of the research undertaken for this article is to identify specific national and international strategies that have allowed the industry to achieve this level of growth.


The study involved a quantitative survey of all Queensland wineries at the time (n=101), using a five-point Likert-scaled questionnaire with questions developed from the literature, together with a small-scale qualitative survey involving in-depth interviews of winery managers and industry leaders.


The findings indicated that key strategies in the domestic sector included a focus on cellar door sales combined with establishing links with the tourism industry, together with an incremental expansion of domestic markets. For the international sector, additional strategies included targeting familiar, psychically-close and niche markets in the initial stages of exporting, as well as taking advantage of firm-specific strengths and managerial competencies.


Not previously regarded as a major wine producing region of Australia, the Queensland wine industry has received limited attention in the literature, particularly the reasons for its rapid growth in recent years. The article helps to identify the strategies used by wineries in growing the industry.

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ID Code: 52878
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: wine, internationalisation, Queensland, strategy
DOI: 10.1108/17511061211280347
ISSN: 1751-1062
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 Emerald Group Publishing Limited
Deposited On: 02 Aug 2012 04:29
Last Modified: 04 Dec 2013 03:15

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