Winebox Valparaíso Chile

Retamales, Gina and Robertson, Jan (2017) Winebox Valparaíso Chile. Applied Management Conference, Wintec, Hamilton, New Zealand, 30-31 October 2017.

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Abstract or Summary

This research project purpose is to identify how event management teams can tap into sources to generate creative event ideas. Using the founder of an organisation, as an example of how to take inspiration from not just within your field, but outside of it. This report aims to establish creativity and innovation methods for creating unique event ideas that can be followed by event management teams to design original events and differentiate themselves from competitors. The investigation is based on a breakdown in the creative process of Wine Boxes idea formulation to demonstrate the practical application of the identified creativity and innovation methods. The study is developed in the context of the marketing strategies, the barriers, and benefits of promoting a venue with a foreign concept brought from New Zealand, adapting it to the local business and community in Chile. Following, a literature review will be presented which will be focused mainly on the Wine Box idea brought from New Zealand, the marketing strategies adapted in Chile and the importance of innovation to create a differentiated product in a competitive market. The research considered the conducting of an interview with Grant Phelps, the Wine Box Valparaíso owner to get the data and analysing the responses as well a survey where participants were contacted by social media tools. Through the investigation the results of the interview and survey are presented with the discussion and recommendations, due to the research was possible to understand the process of creating a new concept that was not developed before in a touristic market like Valparaíso and how relevant are the marketing strategies and being innovative to make a business success.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:event management, business, marketing, sales
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6034
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Deposited On:20 Jul 2018 02:55
Last Modified:20 Jul 2018 02:55

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