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Title:
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E-COMMERCE EXPERIENCES OF AN EARLY INTERNET ADOPTING AUSTRALIAN WINERY: A CASE STUDY |
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Author(s):
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Carmine Sellitto |
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ISBN:
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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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Winery, strategy, e-commerce, permission marketing, case study, model |
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Type:
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Full Paper |
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First Page:
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199 |
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Last Page:
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206 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper reports on the incorporation of Internet technology into the operational activities of a small Australian winery. The case study method is used to detail the motivations for Internet adoption as well as to document an understanding of how e-business allows the winery to sell 70% of its wine via direct online sales a technique that uses email permission marketing in tandem with website ordering. The case study provides an exemplary example of how other small wineries that experience high product demand can use the Internet for direct sales activities. Furthermore, the study identified winery business characteristics profitability, direct sale channels and product demand that were directly associated with Internet adoption. These characteristics are used as a basis for postulating a multidimensional model for investigating and mapping winery Internet strategies. |
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