Wine and craft beer in Baja California: an approach to innovation through label design
by Mayer Cabrera-Flores; Creta Cota-Cota; Sialia Mellink Méndez; Alicia León-Pozo
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 51, No. 1, 2024

Abstract: This paper offers an initial approach to innovation analysis through label design in two products emblematic of Baja California: wine and craft beer. The study was prompted by the boom that both industries have experienced in recent years in the region, and focuses on the innovation diffusion link of Hansen and Birkinshaw's (2007) model. In the model, this link is directly associated with product commercialisation processes and strategies, which in the 2006 Oslo Manual corresponds to marketing innovation. To that end, an instrument was developed, validated by experts in graphic design, and used to analyse various features to estimate the degree of innovation in labels. These features include the types of materials used, presentation of information, visual design, and persuasiveness through purchase intention. The instrument served as a basis to evaluate a series of regional wine and craft beer labels, using focus groups for data collection. The relevance of this study lies in generating knowledge on stimulating and managing creative and innovation processes within the wine and craft beer industry in Baja California, through product branding with a focus on label design, and determining whether innovation in labelling contributes to influencing brand perception and purchase intention among customers.

Online publication date: Sun, 03-Dec-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Entrepreneurship and Small Business (IJESB):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email