Next Article in Journal
Adaptive Design of Formworks for Building Renovation Considering the Sustainability of Construction in BIM Environment—Case Study
Next Article in Special Issue
Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand
Previous Article in Journal
Sustainable Consumption Behaviour in Colombia: An Exploratory Analysis
Article

A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation

1
Department of Viticulture and Oenology, FB Entrepreneurship, University of Ludwigshafen, 67435 Ludwigshafen, Germany
2
Dienstleistungszentrum Ländlicher Raum Rheinpfalz, 67435 Neustadt an der Weinstraße, Germany
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 805; https://doi.org/10.3390/su13020805
Received: 11 November 2020 / Revised: 28 December 2020 / Accepted: 11 January 2021 / Published: 15 January 2021
(This article belongs to the Special Issue Co-Creating Sustainable Brands)
The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand strategy internalization of two current managerial paradigms—sustainability and co-creation. N = 895 German SME wineries were examined, leaning on a netnographic analysis of predominantly websites and social media interactions. A two-step clustering method thereby identified eight winery SME brand strategy types. The importance of sustainability across the identified eight brand strategy types is significant. Co-creation turned out to be a key profiling trait characterizing one brand strategy type. The typology illustrates strategic richness, with brand strategies leaning predominantly on traditional values, on sustainability, on external reputation, or on more innovative customer centric concepts such as co-creation. Hereby, the typology and the identified brand levers invite to strategically design brand management, governance, and sustainability. Wineries which focus on traditional positioning and legitimacy were found to be cautious in deploying co-creation through social media. Winery brands that are characterized by engagement in digital co-creation apparently either tend to expand their scope or partially combine it with traditional values, making them the most diverse type identified. Sustainability obviously needs to be addressed by all brand strategies. Despite industry and country focus, the analyses illustrate the relevance of socially-oriented profiling and highlights that sustainability has reached a status of a fundamental business approach still allowing to differentiate thereon. Furthermore, the business models of the SMEs need to deliver communicated values. View Full-Text
Keywords: sustainability; governance; online communication; co-creation; wine branding; netnography; strategic SME marketing sustainability; governance; online communication; co-creation; wine branding; netnography; strategic SME marketing
MDPI and ACS Style

Dressler, M.; Paunovic, I. A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation. Sustainability 2021, 13, 805. https://doi.org/10.3390/su13020805

AMA Style

Dressler M, Paunovic I. A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation. Sustainability. 2021; 13(2):805. https://doi.org/10.3390/su13020805

Chicago/Turabian Style

Dressler, Marc, and Ivan Paunovic. 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation" Sustainability 13, no. 2: 805. https://doi.org/10.3390/su13020805

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop