Marc DresslerUniversity of Ludwigshafen on the Rhine | HLR · Department of Business Administration
Marc Dressler
Professor
About
41
Publications
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301
Citations
Citations since 2017
Introduction
Research interests: strategy, innovation, organization and sustainability
Case research
Strategic positioning in the wine industry
Publications
Publications (41)
Business model design needs to encounter increasing and highly dynamic challenges due to counter-caesural environmental changes. Empirical research on strategic sustainability is expected to provide guidance for needed dynamic transformation and sustainability. The reported research builds on a multi-case research of four German wine estates. The c...
Climate change, extreme weather phenomena, droughts, fires etc. are just few examples of man-induced impact, jeopardizing the future of mankind. Businesses are increasingly held responsible for and try to manage their environmental impact. Environmentalism and lately sustainability (manifesting an equal pursuit of environmental, social, and economi...
Purpose
The purpose of this paper is to explore brand innovation practices in small and medium enterprise (SME) wineries to found mid-range theory of brand innovation and to explain the interaction between upstream and downstream brand innovation during brand (re)launch.
Design/methodology/approach
This study deploys a qualitative research method....
In order to provide needed orientation of innovation management in the SME wine industry, a multi-case study was realized. The innovation activities of four German wineries for their entire value-creation coverage were analysed. The focus of the study was on an apparent challenge whether wineries should emphasise viticultural (back-end) or marketin...
This article provides insights into the modalities of business-model change and innovation. On the basis of an analysis of empirical data of small and medium enterprises, a transition from wine production centrism to its expanded use in hospitality and tourism is explored. Previous research on wine tourism and hospitality predominantly focuses on a...
Dieses Buch vermittelt Unternehmer:innen von kleinen und mittleren Betrieben und Start-ups sowie Studierenden mit einem späteren Wirken in derartigen Unternehmen Managementkompetenz zum zielorientierten, strategischen Nachhaltigkeitsmanagement. Hierbei steht konkretes strategisches Handeln und das Verfolgen von Nachhaltigkeitszielen im Vordergrund....
The purpose of this paper is to examine the impact that various types of business model extensions (hospitality and tourism, online sales platforms, and sustainability) have on the winery business. The research is based on company data and online observations of N = 886 German wineries and deploys a content analysis, netnography, and structural equ...
This study set out to uncover brand positioning configurations by presenting state-ofthe-
art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel ne...
The article improves understanding on leveraging new technology for DT (digital transformation) of grape harvest in SME wineries. It provides evidence on technologies used and workplace types deployed in grape harvesting, as well as strategic paths in deploying new technology, thereby contributing to the literature on networked sensing and seizing...
The reported research examines the impact of product portfolio labeling strategies on
brand reputation and equity. A netnographic approach allowed to observe winery portfolio labeling
approaches and create a typology of winery labeling strategies. Expert evaluation served to assess the
dependent variable brand equity by deploying a regression analy...
The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand strategy internalization of two current managerial paradigms—sustainability and co-creation. N = 895 Ger...
Entrepreneurs are deemed to successfully cope with changing environment and to exploit opportunities as they are presumably innovative, pro-active, and ready to assume risk. Increasing competition, globalization, and supplier concentration - hence changes in the external business environment - stress small entrepreneurs. Indeed, survival is not for...
Increasing competition, globalization, and supplier concentration - hence changes in the external business environment - stress small entrepreneurs. Indeed, survival is not for granted. In the investigated German wine industry, the number of producers was cut in half since 1980. Resilience, meaning the ability to cope with environmental changes, ob...
Purpose: Industry 4.0, the integrated digital process world in production, is an under researched area. Especially for the wine industry, 4.0 theoretical base up to date is weak, impeding further digital transformation of the wine industry. Some basic-level digital capabilities exist in most of the researched business models, which is why further d...
This study advances the research and methodological approach to measuring and understanding national-level destination competitiveness, sustainability and governance, by creating a model that could be of use for both developing and developed destinations. The study gives a detailed overview of the research field of measuring destination competitive...
Small businesses are in search for business models that balance the three pillars of sustainability (economy, environment, society) to successfully compete in increasingly driving-out markets. They often lack resources for comprehensive strategic sustainability screening and business model redesign. Considering their value for economy and society,...
Philanthropic behaviour is of high actual relevance. It has predominantly been researched by analysing individuals and their motivation to act charitably (Bekkers & Wiepking, 2011; Katz & Greenspan, 2015). In light of obvious societal shifts from a short-term shareholder perspective to a long-term stakeholder paradigm, sustainability, corporate soc...
Purpose
The purpose of this paper is to empirically derive a typology of sustainable business models in the food & beverage (F&B) industry and explore the competitive profiling via sustainability.
Design/methodology/approach
Primary data were collected through an online survey for small- and medium-sized wineries ( N =125). A principal component a...
German wineries are in search for business models that can balance the three pillars of sustainability (economy, environment, society) and have developed different adaptation strategies/business models in order to answer to according challenges. The research deals with a strategy-sustainability-climate change nexus of German wineries with the goal...
The purpose of the research is to contribute to destination as well as to innovation management research by exploring regional differences of the German wine regions assessing innovativeness of their belonging wineries. Thirteen German wine regions compete to attract tourists and wine tourists. Their wineries, as key players for wine tourism, were...
https://www.emeraldinsight.com/eprint/5JKmrQWAHq3BzWFaMhJr/full
The purpose of this study is to provide insight into characteristics of visitor demand for a regionally oriented vinotheque (wine bar and shop) at a UNESCO world heritage destination in Germany. The research especially focuses on expected offer components for a wine bar and shop, incl...
Even though it is famous for beer, Germany offers one of the most attractive wine markets, exemplified by being the fourth biggest wine consumption market and a world champion in sparkling wine consumption as well as in wine imports. Still, fragmentation, intensive competition, lack of growth, and a changing environment speak to a challenging marke...
The case explores the marketing strategy of a German winery with a focus on sales and channel management. Mr. Voss, the CEO of a state-owned winery and the central character of the case has realized a turn-around of the winery in the last ten years. He raised the quality of the wines and increased the productivity of the estate. Saint Bernhard ther...
Veränderungen der Umwelt und Zäsuren sind besonders für kleine Unternehmen herausfordernd, denn sie verfügen nicht über strategische Planungsabteilungen und ihre Risikotragfähigkeit ist begrenzt. Dennoch offenbaren Befragungen zu Strategie und Innovation in der kleinteiligen Weinbranche einen positiven Einfluss von unternehmerischem Handeln auf die...
The case explores the marketing strategy of a German winery with a focus on sales and channel management. Mr. Voss, the CEO of a state-owned winery and the central character of the case has realized a turn-around of the winery in the last ten years. He raised the quality of the wines and increased the productivity of the estate. Saint Bernhard ther...
Purpose
This paper aims to contribute to the growing body of literature on wine and tourism, as it explores the value contribution of tourism in the context of strategic grouping of wineries.
Design/methodology/approach
A panel of three online surveys about the strategic management of German wine estates served to analyze wine and tourism as pot...
Strategic positioning lays the foundation for sustainable competitive advantage and profitability. An ongoing scientific discourse on superior strategies and whether to position close or far from competitors reveals the need for additional research. This article reports on an empirical study assessing strategic behaviour and the resulting performan...
Winning business models increasingly build on stronger integration of clients in the world of production. Empirical evidence on such prosuming for the wine industry is lacking. A multidimensional approach and 321 interviews with wine consumers allowed to explore presuming interest with descriptive, correlation, and a two-step cluster analyses. The...
Purpose
– Positioning via quality is key for German wineries. The aim of the study was to explore reputational variables (collective and firm reputation) the study as well as limits of reputational effects.
Design/methodology/approach
– A multi-dimensional approach, taking a supplier perspective, accessing multiple sources and evaluating Germany s...
This study investigates the effects of planting rights liberalization on the largest wine-producing region in Germany, Rheinland-Pfalz. Introduced by the reform of the Common Agricultural Policy (CAP) of the European Union (EU) in 2008, the abolishment of restrictions on the planting of new vineyards is still a subject of controversial discussions...
Wine and tourism draws a lot and increasing attention in literature. In that body of knowledge, the strategic winery management perspective lags the ones of destination management or consumer behavior. This article contributes findings of an empirical research on strategy and innovation of German wineries adding insights to the strategic winery man...
Export represents an important strategic lever for enterprises to reach new clients, to diversify, and to participate in regional economic growth. An online based survey invited more than 800 wine experts to assess wine export success factors as well as the performance of German producers. The questionnaire tested a literature based success factor...
An interdisciplinary research project has determined the predictable potential areas suitable for vineyard use in Rhine- land-Palatinate by means of the application of the latest available data and in consideration of climatic changes. The objective was to identify the maximum acreage potential with suitability for viniculture in Rhineland-Palatina...
Innovation is declared as key to success in increasing competition. This study explores the innovation activities of German wineries. A multi-case survey of 25 wineries shows rich innovation portfolios with diverse activities. The innovation activities of the wineries indicate diminishing product centricity in the industry, since innovation is purs...
Die Hypo Vereinsbank (HVB) ist mit einer Marktkapitalisierung von über 12 Mrd. Euro, einer Bilanzsumme von rund 500 Mrd. Euro
und mehr als 60 000 Mitarbeitern eine der größten deutschen Banken. Neben einer starken Präsenz in Deutschland belegt man
auch über die integrierte Bank Austria Creditanstalt (BACA) in Österreich und Osteuropa Spitzenpositio...
Projects
Projects (3)
The aim of the Special Issue is to provide novel impulses and ideas in the field of sustainability management by focusing on new business models and entrepreneurship for sustainability. Therefore, the focus of this Special Issue is on case studies and multiple case studies as a methodology suitable both as a research as well as a pedagogical method. Therefore, we invite action-oriented research with innovative approaches and academic rigor. The articles are published on an ongoing basis. The call is open for submition until November 2023.
Research business model extensions in the cluster context of tourism destination. The research deals with understanding business model change by observing important BM elements (value proposition, service extensions, financial indicators, CRM, inter-organizational modes) as well as dynamic capabilities for innovation.
Project goal is the assessment and effects of digitalization in grape and wine logistics and processing. The project consists of an empirical analysis of growing grapes, treatment and harvesting, logistics and processing. An empirical analysis is realized.
