Wine: Achieving Competitive Advantage Through Design

Abstract

Considers the role of design as a marketing tool for the wine industry. The meaning of design and its relationship to marketing is defined then explored from a number of perspectives to demonstrate its relevance to modern wine making techniques. Examines the possibilities for a design led approach to wine making using case material from an English Winery. Concludes that design offers real opportunities in wine making as a means for developing effective marketing strategies.

Citation

Jennings, D. and Wood, C. (1994), "Wine: Achieving Competitive Advantage Through Design", International Journal of Wine Marketing, Vol. 6 No. 1, pp. 49-61. https://doi.org/10.1108/eb008626