Faced with the prospect of over supply, wine exporters are increasingly focused on\nestablishing new markets, particularly in Asia. Recent papers have suggested that\nrelationship-marketing approaches may be the most successful for establishing wine sales in\nthese markets. Despite many models, evidence on the content and implementation of\nrelationship market remains scarce. This research reports on the experience of one firm in\nAsia, and identifies the link between cultural values and the need for relationship based\nstrategies for wine exporters to Asia. Tactical implications for wine markets are also explored.
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