Authors: Paul Pounder
Addresses: Department of Management Studies, The University of the West Indies, Cave Hill Campus, St. Michael, Barbados
Abstract: This paper seeks to increase the understanding of the competitiveness of Caribbean rum in international markets. The paper highlights the role that branding plays in the sector, especially as it relates to island brands. The study is a mix of qualitative information derived from primary and secondary sources and some quantitative data based on company reviews and statistics generated from secondary sources. The research suggests that academics and practitioners should acknowledge that branding is the key to the rum industry and provides a basis for extending market shares. Finally, the paper identifies some recommendations for the further development of the sector.
Keywords: island brands; branding; Caribbean rum; rum manufacturing; competitiveness; strategy; islandness; small business; entrepreneurship; Jamaica; Trinidad and Tobago; islands.
International Journal of Entrepreneurship and Small Business, 2010 Vol.9 No.4, pp.394 - 406
Published online: 02 Apr 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article