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Teaching wine tasting online is challenging, even given the curated digital tools of the Wine and Spirit Education Trust, a highly renowned online wine certification system is used. This paper aims to initially explore wine experts’ opinions about online wine education and subsequently examine the feasibility of customizing wine appreciation lexicons for Chinese learners.

A two-study multimethod approach was adopted. Study 1, a two-stage Delphi study, was conducted with 17 wine experts representing a number of countries, using a mix of closed/open-ended questions in an online survey. Data was collected in a market study in Study 2, conducted at agricultural markets in Thailand (pilot test) and China. Dialogues with market sellers were undertaken, evoking mental imagery of wine descriptors to explore the relevance of traditional versus local aromas and flavors in describing wine.

Findings concentrate on three main areas: general advantages/disadvantages of online wine education, reactions toward asynchronous/synchronous methods of wine tasting and, finally, the feasibility of customizing a wine appreciation lexicon for Chinese learners.

The study presents novel insights into the role of online wine education in China.

Despite today’s globalised business world, there is a dearth of knowledge on the influence of consumer ethnocentrism on the purchasing behaviour of consumers in developing countries. The purpose of this paper is to investigate consumer ethnocentrism, its antecedents and consequences in a developing country (South Africa) and makes recommendations to firms wishing to do business in South Africa.

The study was conducted among a national sample of South African respondents using a structured questionnaire. The study is unique in that two samples were used, a sample of white and a sample of black respondents. By using two ethnically diverse samples, it was possible to investigate whether there are similarities and/or differences in terms of consumer ethnocentrism, its antecedents and consequences among two major ethnic groups in South Africa.

The findings suggest that the antecedents of cultural openness, patriotism, individualism and a history of oppression influence consumer ethnocentrism among both black and white South Africans. It was further established that the antecedent nationalism exerts an influence on consumer ethnocentrism among white South African consumers, but not among black South African consumers.

The results of the study are of value for South African firms as well as those further afield, when developing marketing strategies for the diverse consumer market in South Africa.

This study adds to the existing body of knowledge on consumer ethnocentrism in an emerging market, and more specifically, among different ethnic groups in the same country.

There is a paucity of published research regarding service employees’ side of gloomy consequences emanating from value co-creation (VCC). The purpose of this paper is to provide a comprehensive overview of the activities and interactions of VCC that can result in negative well-being for service employees.

This paper is a theory synthesis paper and, as such, seeks to accomplish conceptual integration of multiple theories and literature streams.

The origins of negative outcomes of VCC are infinite, and for the purpose of this study, the potential triggers of negative outcomes are limited to typical processes and behaviours initiated by VCC of services. For the purposes of this paper, dysfunctional customer behaviour, customer incivility, value co-destruction, boundary-spanning activities, organisational structure and policies and resource integration are investigated as sources of negative well-being for service employees.

The first limitation is the focus on offline transactions. Although the accepted definition of a service ecosystem provides for it to be a “self-adjusting system” a need could emerge for some formal management structure to cope with the increasing complexity of service transactions. A theoretical implication of this paper is that it includes a few lesser researched elements in the context of VCC. A starting point to deal with undesirable VCC interactions is to distinguish between undesirable interaction outcomes that originated inside the firm (own service employees) and those that originated from outside the firm (dysfunctional customers).

A first suggestion on how managers could deal with undesirable VCC interactions is to distinguish between undesirable interaction outcomes that originated inside the firm (e.g. own service employees, firm policies and structure) and those that originated from outside the firm (e.g. customer incivility and dysfunctional customers), as these two types of interaction outcomes require different interventions. Firms will need to bring together, study, analyse and assess all service employee experiences and challenges generated by VCC interactions. The frequency and significance of negative incidents should indicate the amount of effort and time to be spent on types of negative incidents.

A challenge for service ecosystems is how they will adjust to comply with novel and traditional non-business objectives in the light of transformational, upliftment and other calls from society, whilst at the same time improving the well-being of the entire service ecosystem (i.e. providers, users and society). The improvement of well-being versus reducing suffering/losses/risks is not an option. The words of Hammedi et al. (2024, p. 159) “we move towards the conceptualization of service ecosystem health as a harmonious state in which private, public and planetary well-being merge” are exceptionally fitting here.

The negative consequences of VCC impact the well-being of service employees and are costly for a firm. Suggestions to prevent or limit the impact of undesirable or harmful consequences are made. This study is of value for service businesses, service academics and society. A greater awareness of the destructive nature of negative consequences of VCC will hopefully transpire from this study.

The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.

A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.

There were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).

Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.

Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.

No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

Despite increasing recognition of the importance of mental health at the workplace, there is very little evidence and limited research information on the issue of the poor mental health of the workers, especially miners. The purpose of this paper is to assess the relationship between stress faced by quarry workers in consonance with their socio-demographic characteristics and their working conditions.

This study was a cross-sectional study of quarry workers with comparison groups in the Karauli district of Rajasthan, a state located in north-western India. The study was conducted during the period May-September 2014, as part of a doctoral program. The study sample comprised a total of 218 quarry workers along with a comparison group of 203 non-miners. The level of occupational stress was assessed by using a General Health Questionnaire consisting of 12 questions.

This study found that the comparison group was at a low risk of psychological stress as compared to the mine workers. The independent risk factors for occupational stress among workers were illiteracy, gender (female), married, divorced/separated, and suffering from some occupational health problem.

This study concluded that mine workers are at a high level of stress, which underscores the need for urgent interventions from the government to address the issue. This is especially important as mine workers make significant contributions to the national income.

This paper fulfills an identified need to study the mental health status of quarry workers, thereby helping fill a persistent gap in Indian research on this issue.

Market development.

This case is intended to be used in strategic management, operations management for both undergraduate and graduate courses. It can also be used for value innovation and market development.

This case focuses on market development by Patanjali, a fast-growing organization crossing US$1bn of sales in five years of time span and declaring a target of doubling this figure in the financial year 2016-2017 (to reach US$1,500m). The prime focus of Patanjali is the health food segment based on herbal and Ayurveda science through the use of organically grown agricultural produce by integrating the associated value chains while radically benefitting all the stakeholders in a two-way process as suppliers as well as buyers/consumers. The fundamental context of the case is associated with the value chain development in terms of value addition on the basis of the organizational and leadership values in all the elements of the value chain of Patanjali products starting from suppliers to customers. The case emphasizes the role of the Patanjali Food & Herbal park in the value chain. Patanjali Food & Herbal Park is constantly striving for nation building more than profit accumulation. They have created a sustainable business benefiting all the stakeholders. The backbone of the Patanjali Food & Herbal Park lies in robust backward linkage and forward linkage. The context of the case presents an account of how the values based integration of the value chain is a strategic advantage and safeguards an organization from business environment threats.

The context of the case presents an account of how values based integration of the value chain is a strategic advantage and safeguard an organization from business environment threats. The case has a deep-rooted theoretical association with models like Porter’s Five Forces model on the one hand and also exemplifies how an organization can use blue ocean strategy through value-based value innovation. The context of the Black Swan perspective also emerges in the narration.

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CSS 11: Strategy.