A study of Canadian winery websites : identification of a market integration stage

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Zhu, Ying
University of Lethbridge. Faculty of Management
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Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2005
While website features of many kinds have been examined in numerous studies, few of these studies look at the use of websites by combining information technology and marketing perspectives. Also, no industry-specific website stage model has ever been proposed for Canadian wineries in particular. This research attempts to fill this gap by developing such a model. For this purpose, a census of 206 Canadian winery websites was conducted, and content analysis was used on the results. It was hypothesized that a technology-driven model introduced by Rao, Metts and Monge (2003) could be expanded by adding Market Integration as a new stage. Supporting the proposed hypotheses, 93.7% of Canadian wineries were reported to have market integration features on their websites, and the proportion of winery websites possessing such features proved to be greater in each subsequent stage in Rao’s model.
xiii, 175 leaves ; 29 cm.
Wine industry -- Canada -- Marketing , Wine industry -- Canada -- Computer network resources , Wine industry -- Computer network resources