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Article
Publication date: 1 January 2006

Benedetto Rocchi and Gianluca Stefani

The purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging.

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10659

Abstract

Purpose

The purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging.

Design/methodology/approach

The research was designed to elicit the relevant dimensions through which consumers perceive and describe differences between bottles of wine. In order to allow respondents to freely express their perceptions without suggesting a priori descriptive category/dimensions a repertory grid (RGT) approach was followed. A sample of 30 consumers were asked to analyse differences across 11 bottles and to summarize them in descriptive bipolar constructs. The results were analysed performing a consensus procrustes analysis. An innovative feature of this study was the analysis of complete transcriptions of interviews to better understand the meaning assigned by consumers to descriptive constructs.

Findings

The attributes of bottles and labels represent the main factors underlying wine packaging perceptions. These characteristics are the very first “signal” perceived looking at bottles. Consumers use them to define more abstract “constructs” (as distinction or tradition) they use while assessing alternative products and choosing among them. From a methodological point of view, this study confirm the interest of combining RGT and content analysis as a tool for explorative research in marketing.

Originality/value

Results seem to be a suitable basis for a survey on a representative sample directed to model the preferences about packaging features. Moreover, the analysis of preferences could be improved within a qualitative perspective, using laddering techniques of interview to elicit the hierarchical structure of motivation linking characteristics, attitudes consumers’ values.

Details

International Journal of Wine Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 28 August 2007

Cristina Santini, Alessio Cavicchi and Benedetto Rocchi

The purpose of this paper is to give some enlightenments on value innovation in the wine industry and, more specifically in the US wine market, in order to suggest new…

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1090

Abstract

Purpose

The purpose of this paper is to give some enlightenments on value innovation in the wine industry and, more specifically in the US wine market, in order to suggest new strategic options to Italian wineries.

Design/methodology/approach

After having provided a theoretical framework about value innovation and the US Premium Bag in Box (PBIB) wine market, a case study about a leading firm is presented.

Findings

The adoption of a new packaging concept may help traditional Italian wineries to develop their sales. Understanding the dynamics and benefits of value innovation, would help wineries in getting over the obstacles for introducing innovation, and developing a truly perception of consumers' preferences and new managerial skills.

Research implications/limitations

This research implies new studies in consumers' perceptions and willingness to pay for Italian wines in the USA. On the firms' side, it is important to understand wineries costs and organization structure in order to evaluate the possibility of new packaging introduction. Understanding the dynamics of value innovation in the wine industry would lead to gain a competitive advantage. Further researches should focus on the linkage between firms' structure and resources and the paths they choose to adopt.

Practical implications

This paper can offer a valid suggestion for those firms whose export is suffering “New World” wineries aggressive strategies. Through PBIB wineries can adopt a “me‐too strategy” or develop a further niche in this market. According to the strategy chosen, wineries have to face many concerns, mainly pertaining to finances, organization, and production.

Originality/value

Value innovation and its exploitation under a strategic viewpoint have not been deeply considered in wine business literature.

Details

International Journal of Wine Business Research, vol. 19 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Content available
Article
Publication date: 1 January 2006

Michael Howley

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364

Abstract

Details

International Journal of Wine Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0954-7541

Content available
Article
Publication date: 13 November 2007

Ulrich R. Orth

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266

Abstract

Details

International Journal of Wine Business Research, vol. 19 no. 4
Type: Research Article
ISSN: 1751-1062

Content available
Article
Publication date: 28 August 2007

Ulrich R. Orth

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274

Abstract

Details

International Journal of Wine Business Research, vol. 19 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 1 January 2006

Astrid Wargenau and Deborah Che

This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved…

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3581

Abstract

Purpose

This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved discovering the motivations, expectations, and successes of Southwest Michigan Wine Trail member wineries in developing horizontal and vertical alliances.

Design/methodology/approach

Semi‐structured, in‐depth interviews were conducted with individuals in charge of the wineries’ marketing activities (i.e. marketing directors and members of the marketing departments, winery owners). These interviews were recorded and transcribed. Activities fostered through the horizontal and vertical alliances were identified.

Findings

Alliances along the Southwest Michigan Wine Trail have furthered the development and marketing of wine tourism. The trail's member wineries have formed strong horizontal relationships, which include joint advertising, promotion, and production. They have also built vertical relationships with tour operators, lodging businesses, and restaurants that promote individual wineries as well as the wine region. Wine tourism has provided wineries with another sales outlet and established the wine region as a destination.

Originality/valve

This study contributed to the limited literature on the development and marketing of wine tourism in Michigan and in other emerging wine regions in the United States. For those working to further such rural/agri‐tourism, this research indicated that there is considerable growth potential through an increased presence in restaurants and in packaging with accommodations. Adding new specialized wine tours, wine festivals,geographical target markets, and a focus on wine education on‐site and at educational institutions can expand wine tourism and sales.

Details

International Journal of Wine Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

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Article
Publication date: 11 July 2016

Luca Giustiniano, Sara Lombardi and Vincenzo Cavaliere

Based on the interactionist perspective proposed by Woodman et al. (1993), this paper conceives organizational creativity as a complex concept whose investigation requires…

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1793

Abstract

Purpose

Based on the interactionist perspective proposed by Woodman et al. (1993), this paper conceives organizational creativity as a complex concept whose investigation requires the understanding of the process, the product, the person, and the situation. Accordingly, the purpose of this paper is to enrich the understanding of how organizational creativity can be fostered by offering a framework which combines (inter-)individual-level learning (collecting knowledge from others), information sharing (through information and communication technology (ICT) infrastructures), and contextual factors (perceived top management support).

Design/methodology/approach

The empirical analysis draws on a sample of 362 employees from five subsidiaries of multinational corporations. The analysis is based on multivariate regression models considering organizational creativity as dependent variable.

Findings

The paper shows that individuals’ orientation toward learning from others significantly enhances organizational creativity. However, heavy ICT use negatively moderates the relationship between knowledge collecting and organizational creativity, while top management support does not show a significant moderating effect on the association between knowledge collecting and organizational creativity.

Research limitations/implications

Although based on a geographically bounded perimeter, the analysis allows some generalizations.

Originality/value

Based on these results, the paper contributes to the literature on organizational creativity by confirming the importance of providing a holistic view of the phenomenon, consistent with its inherent complexity. In so doing, it suggests organizations and their managers should simultaneously pay attention to individual and contextual factors when planning how to foster their firms’ creativity, as both of them are found to play a critical role in firms’ success and competitiveness.

Details

Management Decision, vol. 54 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Content available
Article
Publication date: 10 March 2020

Romeo Bandinelli, Diletta Acuti, Virginia Fani, Bianca Bindi and Gaetano Aiello

The present research expands the debate on environmental sustainability in the wine industry. Since the literature on sustainability and wine is relatively recent, current…

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1599

Abstract

Purpose

The present research expands the debate on environmental sustainability in the wine industry. Since the literature on sustainability and wine is relatively recent, current results do not cover all the practices that can be implemented along the wine supply chain. Thus, the paper presents a classification of environmental practices specific for the wine industry, according to the increased attention that has been paid to this topic in recent years. Moreover, it investigates the adoption level of these practices with reference to Italian wine producers.

Design/methodology/approach

The research presents a systematic literature review including papers published in academic journals during the past 30 years and in Italian specialised magazines. This methodology is useful to provide a clear overview of sustainable practices that can be adopted along the wine supply chain. Therefore, an empirical study based on the results of an online survey shows how wineries approach environmental sustainability.

Findings

The literature review provides a definition and classification of environmental practices in the wine industry, as well as identification of those that require further attention in the literature, suggesting future research paths. The results of the online survey give an overview of the adoption level of environmental practices and highlight widespread attention to all the listed environmental practices, including those not adopted.

Originality/value

From a theoretical point of view, this paper fills a literature gap in terms of the definition and classification of environmental practices that cover all wine supply chain processes, also providing a useful instrument for wine companies' managers. Moreover, the results of the empirical research give an overview of the adoption level of environmental practices in one of the most relevant countries in terms of wine production and highlight widespread attention to all the listed environmental practices, including those not adopted.

Details

British Food Journal, vol. 122 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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