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- Rytkönen, Paulina, 1961-, et al.
(author)
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Georgia Tells its Story : Wine Marketing Through Storytelling
- 2019
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Reports (other academic/artistic)abstract
- Storytelling is a powerful marketing tool. It represents a form of content marketing that appeals to the imagination of the consumer. We have studied the use of storytelling by Georgian wine makers. As a wine country, the former Soviet republic of Georgia has a compelling story to tell. The country represents the cradle of wine and has an unbroken 8000 year old history of wine production. In addition to the story of the origin of Georgian wine, the country is still producing wine in a tradition that dates from the antiquity. The Qvevry production method is still in use in Georgia and produces wine with a very characteristic taste. Furthermore, some of the vineyards in Georgia has a long history and is related to historical buildings often depicted on the label of the wine bottle. Finally, the grapes are originally from Georgia and has been grown here for thousands of years. We have followed four vineyards and their history in order to depict how storytelling is used the wine industry in Georgia.
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- Rytkönen, Paulina, 1961-, et al.
(author)
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Tales of Georgian wine: storytelling in the Georgian wine industry
- 2021
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In: Journal of Wine Research. - : Taylor & Francis. - 0957-1264 .- 1469-9672. ; 32:2, s. 117-133
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Journal article (peer-reviewed)abstract
- Entrepreneurial processes are most often based on new physical or organizational innovations; however, prior research has shown that the opening of new markets for existing products can be a key innovative component in an entrepreneurial process. Most research on innovation focuses on new technologies, products and organizational forms. However, the key role played by different marketing tools in entrepreneurial processes is seldom highlighted. In this study, we highlight how story telling can become a vehicle in an entrepreneurial process to open new markets for existing products and how national history and culture are used in story telling. This article highlights how the Georgian wine industry uses story telling to open a new market for Georgian wines and identifies elements used to differentiate Georgian wines from the current market division into the ‘old’ and the ‘new world’, with a product that embodies an ancient heritage, opening a market for historical wines. The study is based on in-depth interviews and content analysis using both phenomenography and text analysis. Results unravel meaning in market communication and enabled the identification of stories and the archetypes used to create consumer recognition. Sources are in-depth interviews, field visits and homepages of wineries.
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- Berggren Newton, Benny
(author)
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Business Basics : A Grounded Theory for Managing Ethical Behavior in Sales Organizations
- 2021
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Doctoral thesis (other academic/artistic)abstract
- Background: Managing co-workers’ ethical behavior in sales organizations is a complex social process. To start, sales organizations incorporate several actors to manage, often simultaneously, all with their own agendas. Ethics as a topic is convoluted because it encompasses context-based scenarios which may not have clear-cut right and wrong answers. The management process is an ongoing task managers deal with on daily basis, where mismanagement can lead to severe consequences. The majority of existing research on this area tends to focus on single factors in the management process, not the whole process. While there are some research studies that presents models or integrated frameworks describing the management process, they are few in number.Aim: The aim of this study is to derive empirical concepts and thereby try to develop a theory to facilitate an understanding of the process of managing co-workers’ ethical behavior, where the purpose is to ultimately build an integrated framework. More specifically, this study aims to describe the involved actors’ main concerns and the process by which these are continuously resolved.Methodology: In order to achieve the aim, a method with an inductive approach was necessary. The orthodox Grounded Theory methodology was chosen as research approach since it can generate conceptualizations in an integrated framework which help explain the occurring social processes. Working from this approach means that the researcher develops a new theory that is grounded in empirical data, where the researcher inductively describes the social process. The empirical data was mainly derived from interviews with actors within the field. The data was collected, coded and conceptualized in an overlapping procedure until an empirically derived theory emerged After the emergence of the theory, the empirical data was validated with existing academic literature.Findings: The core category in this study is Business Basics and concerns the desire to continuously conduct business where the management of ethical behavior is a fundamental basis to achieve this. Five distinct categories, all related to the core category were revealed: Bureaucratization, Relationship Investing, Educationing, Monetary Managing and Intuiting. These categories are expressed in social and dynamic processes. They represent different activities, tools, influences and practices that managers can adopt in order to reach their main concern.Contribution: As a contribution, this dissertation provides an integrated framework based on the actors own subjective experiences, describing the dynamic and social processes of managing co-workers ethical behavior in sales organizations.
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- Borg, Erik A., 1961-, et al.
(author)
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Care, Cure and Travel : Towards a symbiosis of medical treatment and tourism?
- 2017
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In: Athens Journal of Tourism. - : Athens Institute for Education and Research (ATINER). - 2241-8148. ; 4:3, s. 181-201
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Journal article (peer-reviewed)abstract
- A growing number of patients seek medical care outside their country of residence. More mobile populations that seek access to information about international medical treatment alternatives have influenced a booming medical tourism industry. The countries engaged in medical tourism are ranging from countries with high cost of medical care like the USA and Japan to medium cost countries, like Singapore and Germany to low cost countries like India and Poland. Engaging in medical tourism by attracting patients internationally involves a process of internationalization of healthcare. Countries have commonly gone through different stages in their approach to medical tourism which has matured the industry. A first stage in the internationalization is encouraging regular travelers to consider treatment options in a destination. A second stage involves the signing of agreements with healthcare systems in countries that can remit patients abroad. A third stage is to develop an integrated organization taking patients all needs before, during and after treatment into consideration. Our study is based on more than 80 in-depth interviews as well as secondary data from countries in Europe, Asia and North America. Much lower medical treatment prices in many Asian and Latin American countries act as driving forces for medical tourism attracting Western medical tourists to seek treatment in those countries.
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- Borg, Erik A., 1961-, et al.
(author)
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Corporate governance networks between international financial market actors within investment banking
- 2017
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In: Proceedings of the 59<sup>th</sup> Annual Meeting of the Academy of International Business. - East Lansing, USA : Academy of International Business. ; , s. 19-
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Conference paper (peer-reviewed)abstract
- This article presents a study of networks in the financial services market. We invoke network theory to study the role of connection between market actors within investment banking. We look at the relationship between corporate governance and the networks and performance of financial market actors. A comprehensive set of secondary data is analyzed with a multiple correspondence analysis methodology. The data is compared with evidences of rankings of the financial service divisions of investment banks. We have found that the forming of formal networks ties between market actors can be associated with the rating of financial banking service. Actors with more network connections are rated higher in customer ratings than those with fewer network ties. The forming of formal ties in boards and committees has a positive impact on the performance ratings of providers of financial services. Our data consists of three clusters. The first entails international banks with high turnover and superior customer reviews. The second cluster consists of small unranked banks with considerably lower turnover, and the third cluster is represented by the midsized banks.
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- Borg, Erik A., 1961-, et al.
(author)
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Enterprises in the suburbs and the locality of entrepreneurship
- 2017
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In: Great regional awakening. - 9781897721605
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Conference paper (peer-reviewed)abstract
- Suburbs represent an essential subject for regional studies and have a rapidly increasing economic significance within wider metropolitan regions (Phelps 2010). It is necessary to create inclusive suburbs with a stronger identity. The current growth of populations in major cities requires an ability to reorganize existing cities and a massive restructuring of urban infrastructure (Modarres and Kirby 2010). The interpretation of the needs of suburbs have previously called for a transdisciplinary and collaborative strategy (Després et al. 2004). We look at entrepreneurship and different types of 21 businesses as a source of vitalization of suburbs. These ventures are studied in the context of the diversity of the population of suburb. Entrepreneurial investments, the establishment of high impact enterprises as well as networking among local and migrant businesses represent elements that can vitalize previously marginalized suburbs. Enterprises that are clustered in suburban neighborhoods reflect the different impacts of suburban and city spatial forms. Newly arrived citizens draw upon the critical mass of ethnic members to form a niche market for ethnic business (Fong et al. 2007). Minorities may have limited access to financial capital in the larger urban economy, but ethnic enclaves may provide a source of a unique competitive advantage (Cummings 1999). Entrepreneurship rooted in a suburban surrounding represent a specific opportunity to become embedded in an economic and spatial dimension. The migrant may be seen as representing a diversity capital which penetrate specific market conditions located in ethnically diverse neighborhoods situated in the suburbs of major cities. The spatial and entrepreneurial dimension of ethnic business can thereby be given a relevant context for interpretation.
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