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

Article


Grant, Bligh, Dollery, Brian and Hearfield, Colin. 2011. "New England Australia, what follows from regional status?: A comparative, political economy approach." International Journal of Wine Business Research. 23 (1), pp. 83-98. https://doi.org/10.1108/17511061111121425
Article Title

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

ERA Journal ID19800
Article CategoryArticle
AuthorsGrant, Bligh (Author), Dollery, Brian (Author) and Hearfield, Colin (Author)
Journal TitleInternational Journal of Wine Business Research
Journal Citation23 (1), pp. 83-98
Number of Pages16
Year2011
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN1751-1062
1751-1070
Digital Object Identifier (DOI)https://doi.org/10.1108/17511061111121425
Abstract

Purpose – The purpose of this paper is to contrast the marketing strategies of the New England Australia wine-producing region with those of the Languedoc-Roussillon region in France. While the two regions occupy similar market positions, they nonetheless reveal diametrically opposed marketing strategies. Against the background of this comparative discussion, the paper proposes methods to enhance the development of the New England Australia wine region so that it becomes a more complete example of successful rural restructuring.
Design/methodology/approach – This paper uses a comparative, political economy approach to explore the marketing strategies of the New England Australia wine-producing region, and the Languedoc-Roussillon region in France. In particular, following the work of Garcea-Parpet, the paper seeks to demonstrate that markets are most usefully viewed as social and political/legal constructs, as well as economic exchanges, and that focussing on the former elements is a fruitful way to proceed, both in terms of analysis and policy prescription for the industry.
Findings – Comparison with the Languedoc-Roussillon region in France generates future potential opportunities for New England Australia. A number of issues are discussed with respect to the organisation of the industry and its representation, particularly focusing on leadership and the extent to which leadership was both a catalyst for change and a driver of continued success in the case of
Languedoc-Roussillon.
Originality/value – This paper represents the first exploration of the impact of regional status for the New England Australia wine region and the first comparative analysis of the region with Languedoc-Roussillon.

KeywordsAustralia, France, viticulture, marketing strategy, political economy
ANZSRC Field of Research 2020389903. Heterodox economics
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Byline AffiliationsSchool of Accounting, Economics and Finance
University of New England
Institution of OriginUniversity of Southern Queensland
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