Marketing Metrics in the Wine Retailing Industry

Authors

DOI:

https://doi.org/10.4468/2023.2.06basile.luongo.reinhard

Keywords:

Marketing Performance Measurement, Wine Industry, Marketing Metrics, Retailing Industry, Global Markets

Abstract

Over the years, many companies integrated the Key Performance Indicators (KPIs) tools, into their reporting activities, leading to a deep transformation of the business models and marketing strategies. This study has dual aims: first, to recognize and validate the studies on Marketing Performance Measurement (MPM) in the wine retailing industry; second, to examine the relationships among the firm’s efforts to apply marketing metrics and some characteristics of the competitive environment. To reach these research aims, data on the overall 31 wineries were collected and analyzed in three different countries. The main research tool is the structured questionnaire that considers three different marketing metrics dimensions, that is transactional, attitudinal and web customer metrics. Subsequently, by a structural equation method (PLS-PM), it will be statistically estimated the weight of marketing metrics in the wine retailing industry.

Author Biographies

Vincenzo Basile, University Federico II of Naples

Assistant Professor in Economics and Business Administration
Department of Economics, Management, Institutions

Simone Luongo, University Federico II of Naples

PhD Candidate in management
Department of Economics, Management, Institutions

Karin Reinhard, Baden Wuerttemberg Cooperative State University Ravensburg

Full Professor of International Business

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Published

17-12-2023

How to Cite

Basile, V., Luongo, S., & Reinhard, K. (2023). Marketing Metrics in the Wine Retailing Industry. Symphonya. Emerging Issues in Management, (2), 78–96. https://doi.org/10.4468/2023.2.06basile.luongo.reinhard

Issue

No. 2 (2023): New Global Competitive Landscapes

Section

Articles

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