Learning and decision making in marketing planning: a study of New Zealand vineyards

Purpose - The purpose of this paper is to investigate how decision making and learning are related to marketing planning among owner/managers with lifestyle in comparison to growth-oriented objectives in the New Zealand wine industry. Design/methodology/approach - The study reports on 12 interviews with owner/managers of New Zealand vineyards. The vineyards were small to medium sized and independently owned to avoid bias from parent company decision making within larger scale corporate wine producers. Findings - Different degrees of causation and effectuation-based decision making were found to exist among owner/managers starting from the nascent stage in their respective marketing planning processes. Learning to different degrees was evident in order to remain competitive in a climate of uncertainty and not least of which due to problematic exchange rates. An important issue influencing decision making was whether owner/managers were running the vineyard to maintain a lifestyle or a growth strategy; an issue affecting perceptions of risks and rewards. Originality/value - The originality of the study is that it employs an effectuation lens in respect of the marketing planning process; specifically, decision making among owner/managers with differing objectives, experience and perceptions of risks and rewards.