1. University of Auckland SuperIndex 5.3
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  3. Business Case Studies
Please use this identifier to cite or link to this item: https://superindex.lbr.auckland.ac.nz/handle/123456789/60080
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dc.creatorGarry, Tony-
dc.date2010en
dc.date.accessioned2012-12-09T07:47:30Z-
dc.date.available2012-12-09T07:47:30Z-
dc.date.issued10/08/2012-
dc.identifier.isbn70287090en
dc.identifier.urihttp://hdl.handle.net/123456789/60080-
dc.description.abstractWhen thinking about New Zealand culture or 'Kiwiana", the following are nearly always included: All Blacks, kiwifruit, a silver fern, jandals, etc and now the lager beer, Steinlager. It has been marketed internationally and had exposure with such sponsorship deals as the All Blacks, and the America's Cup challenge, together with New Zealand pure campaign to market the lager very successfully. Includes questions for discussionen
dc.languageen-
dc.publisherMcGraw Hill Educationen
dc.relation.ispartofBOOK: Consumer behaviour : implications for marketing strategy / Quester, P and Pettigrew, Sen
dc.rightsMcGraw Hill Education, 2010en
dc.titleSteinlager pure : Tapping into Kiwiana?en
dc.contributor.corporatenameUniversity of Canterburyen
prism.startingpage331en
dc.subject.organisationSteinlageren
dc.subject.organisationLion Breweries Limiteden
dc.subject.organisationLion Nathan Limiteden
dcterms.spatial.countryNew Zealanden
dcterms.spatial.countryInternationalen
prism.endingpage371en
dc.subject.categoryCase studyen
dc.instructionalmethodNoen
dc.publisher.placeNorth Ryde, NSW, Australiaen
dc.subject.industryFood and beverageen
dc.subject.broadcategoryMarketingen
dc.subject.keywordsCultureen
dc.subject.keywordsInternational businessen
dc.subject.keywordsSustainabilityen
dc.audienceEconomicsen
dc.audienceMarketingen
dcterms.accessrights.availabilityContact your nearest library serviceen
Appears in Collections:Business Case Studies

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