Over-capacity and changes in consumer tastes conspire to increase the difficuilties of grape growing and wine prodution. A more efficient supply chain might contribute to mitigating these. The supply chain -- the collection of individuals and businesses that link production with purchase and consumption -- depends upon communication of timely, strategic information, and the common purpose of the businesses involved. Adversarial relationships, where each partner works to maximise their return, have the potential for reducing the efficiency of the transactions involved and the consequent profitability of the businesses. One means for coping with these stresses is the development of greater cooperation between supply chain members. Such cooperation depends in no small part on the sharing of information and the trust between partners in the chain. The purpose of this study was to ascertain the degree to which information was shared between wineries and independent grape growers in the New Zealand wine industry. In addition, the impact of trust and overall satisfaction with the supply relationship were investigated.
Paper presented at the 4th AWBR International Wine Business and Marketing Conference, Seina, Italy, 17-19 July 2008