Search results
1 – 10 of 607Luigi Servadio and Jacob Ostberg
This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the…
Abstract
Purpose
This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.
Design/methodology/approach
The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.
Findings
The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.
Social implications
The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.
Originality/value
This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.
Details
Keywords
Lala Hu, Marta Galli and Roberta Sebastiani
The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to…
Abstract
Purpose
The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to understand the impact of digital platforms on wine firms' internationalisation in China by adopting the service ecosystems approach.
Design/methodology/approach
The authors carried out a case study of Italian premium wine firms from the Valpolicella area by collecting 27 semi-structured interviews with key informants that operate at the micro-, meso- and macro-levels of the internationalisation ecosystem. Italian wine firms were selected as the focus of the analysis, given the recent sales growth of their products in the Chinese market.
Findings
Results show that digital platforms hold a key role in the wine firms' internationalisation in China, intervening with resource integration mechanisms, alignment to the cultural context and mediating firms' digital presence in the market. The platformisation dynamics also reveal the existence of enablers and constraints in the firm internationalisation through digital platforms.
Research limitations/implications
The authors aim to contribute to the marketing literature by analysing how digital platforms influence the wine firms' internationalisation in China through an original perspective, i.e. the service ecosystems lens.
Originality/value
The study adopts the service ecosystems approach to understand the internationalisation of wine firms in the Chinese market through digital platforms.
Details
Keywords
Oriol Jorge, Adria Pons, Josep Rius, Carla Vintró, Jordi Mateo and Jordi Vilaplana
Wine has been produced for thousands of years and nowadays we have seen a spread in the wine culture. E-commerce sales of wine have increased considerably and online customer's…
Abstract
Purpose
Wine has been produced for thousands of years and nowadays we have seen a spread in the wine culture. E-commerce sales of wine have increased considerably and online customer's satisfaction is influenced by quality and price. This paper presents a case study of the company “QuieroVinos, S.L.”, an online wine shop founded in 2015 that sells Spanish wines in two main marketplaces.
Design/methodology/approach
With the final target of increasing the company profits it has been designed and developed an application to track the prices of competitors for a set of products. This information will be used to set the product prices in order to offer the products both competitively and profitably in each Marketplace. This application must check, by tacking into account information such as the product cost or the minimum product margin, if it is possible to decrease the price in order to reach the top cheapest position and as a consequence, increase the sales.
Findings
The application improved in a notorious way the company's results in terms of sales and shipping costs. It must be said that without the use of the presented application, performing the price comparison process within each one of the marketplaces would have taken a long time. Moreover, as prices change very frequently, the obtained information has a very limited time value, and the competitors prices should be analyzed daily in order to take accurate decisions regarding the company's price policy.
Originality/value
Although the application has been designed for the wine sector and the two named marketplace, it could be exported to other sectors. For that, it should be implemented new modules to collect information regarding the competitor's price of the products selling on each corresponding marketplace.
Details
Keywords
Wang Yabin and Jiagui Li
The purpose of this paper is to explore China’s online wine market segmentation on the basis of the wine-related lifestyle (WRL). Moreover, this study can provide further…
Abstract
Purpose
The purpose of this paper is to explore China’s online wine market segmentation on the basis of the wine-related lifestyle (WRL). Moreover, this study can provide further understanding and reference about China’s wine market segmentation research, which is limited at present. This work can be helpful for those who want to do further research in the Chinese wine market. It is good for wine importers wanting to import wine to China to understand the Chinese wine consumers.
Design/methodology/approach
Survey data were obtained from a sample of 3,369 participants through cooperation between the College of Enology and the Yesmywine.com website. Questionnaire items included gender, age, area distribution, unit price, bottles consumed, drinking frequency, drinking time, wine-related knowledge, etc. Combined with the influence factors of the WRL, a structural equation model was developed. The data analysis, particularly employing principal component analysis, enabled the identification of five market segments.
Findings
Five distinct segments were identified within the wine market and designated as follows: wine official consumption type enthusiastic fancier; enjoyment consumption; fashionable consumption; and new, young wine drinkers.
Research limitations/implications
The research data were derived from Yesmywine, one of the largest online wine sale platforms. However, the impact of yesmywine is much smaller compared with Tmall and Taobao and Jingdong. In this paper, we can see that WRL is increasingly becoming a part of Chinese people’s daily lives, especially for the enthusiastic and fancier wine consumers, which is the official type of wine consumer. Next, an analysis of time series under the data of the near future years should be conducted to find the online wine segmentation market variation trend. Moreover, it is important to conduct cross-culture comparison between the Chinese and Australians. Brand positioning can be improved by better understanding China’s online wine market segmentation.
Practical implications
WRL segmentation is valuable for the wine importers and producers in west France, Italian, Germany and so on, as they want to develop China’s wine market and understand the mindset of Chinese wine consumers. The wine importers in China should focus more on consumers that enjoy wine along with newer and younger wine drinkers.
Originality/value
This paper analyzes a large sample (3,369) and therefore is useful for understanding online wine market segmentation and wine consumption behavior in China owing to China’s limited wine market segmentation literature. This paper is the first to use WRL tool to segment China’s online wine market. Moreover, the research data have reference value for those who want to learn more about China’s online wine market, as yesmywine is one of the largest online wine-sale platforms. It also gives some managerial implications for wineries and wine marketers that will be helpful to wine companies in understanding the emerging Chinese wine market and in enacting wine marketing strategies more effectively.
Details
Keywords
Adele Berndt and Corné Meintjes
Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore…
Abstract
Purpose
Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online.
Design/methodology/approach
Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective.
Findings
South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components.
Practical implications
Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity.
Originality/value
This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.
Details
Keywords
Patrizia Gazzola, Enrica Pavione, Daniele Grechi and Federica Scavarda
Although not yet fully defined, natural wine represents a sector that has gained the widespread attention of final consumers and, therefore, also of the restaurant world, because…
Abstract
Purpose
Although not yet fully defined, natural wine represents a sector that has gained the widespread attention of final consumers and, therefore, also of the restaurant world, because of its promise of sustainability. The objective of this paper is to understand Italian haute cuisine's interest in natural wine, with the aim of analysing what qualifies this product as sustainable.
Design/methodology/approach
After introducing a theoretical framework based on the concept of natural wine, a brief paragraph is dedicated to consumer preferences; subsequently, the analysis focusses on a questionnaire given to restaurateurs to determine the impact that natural wine has had in the Italian context. The results try to identify the importance that restaurateurs give to the characteristics of natural wine and their propensity for using such wine in their own businesses.
Findings
The analysis, conducted on a sample of medium-high range restaurants, highlights their strong interest in natural wine, as a result of the final consumers' attitude towards wine with characteristics attributable to sustainability. The positive perception by restaurateurs is similar across Italy, both geographically and in terms of the size of the restaurant.
Originality/value
The originality of the work is the focus on the world of restaurants. To date, the literature on natural wine remains embryonic and always refers to the final consumer. This research is the first step in a broader study that will involve a greater number of restaurants, extending beyond Italy to all of Europe, with the aim of understanding the real development potential of natural wine.
Details
Keywords
Nicola Cobelli and Georgina Wilkinson
The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology…
Abstract
Purpose
The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology acceptance model (TAM), this research intends to explain the antecedents of consumers actual online purchasing of wine in South Africa and Italy.
Design/methodology/approach
Two questionnaire-based surveys were conducted, yielding a sample of 190 consumers in South Africa and 179 in Italy. Data were analyzed through several techniques including t-tests, principal component factor analyses, and binary logistic regressions.
Findings
Overall, the findings show that South African and Italian online wine consumers are more similar than the offline wine consumers. However, perceived usefulness has an impact on the use of the online channel to purchase wine in Italy but not in South Africa, whereas perceived complexity has an effect in South Africa but not in Italy.
Research limitations/implications
This study adopts a convenience sampling technique, suggesting that the used samples are not representative of the whole population. Moreover, TAM offers a simple and clear understanding of the actual use of wine e-commerce but overlooks other potential explanatory factors.
Practical implications
Targeting online wine consumers in South Africa and Italy opens up the opportunity for using cross-national highly standardized product and communication strategies. However, different approaches are required to convert offline wine consumers to online wine consumers in South Africa and Italy.
Originality/value
This is the first cross-national study investigating consumers' attitude toward online wine purchasing in South Africa and Italy. Moreover, it offers a comparison of online and offline wine consumers in the two countries. In addition, the research offers a new point of view over consumers of Italy and South Africa, two important countries in terms of wine production and consumption that can be very beneficial for wineries owners and managers.
Details
Keywords
Randi Hutchens, Kelly Way and Jennifer N. Becnel
This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business…
Abstract
Purpose
This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe and the role of agriculture in the preservation of tribal heritage were considered.
Design/methodology/approach
A modified mixed-methods exploratory sequential research model was used to collect and organize data in two studies. In Study 1 quantitative data was used to inform the development of Study 2 which included a qualitative interview protocol. Qualitative interviews followed to elaborate on the various aspects of each of these areas of consideration.
Findings
Results indicate that there is neutral to positive opinion on tribal wineries and that any venture would have to be carefully thought out in terms of marketing and preserving tribal heritage.
Practical implications
This research examined the potential strengths, challenges and opportunities provided by tribal winery operation that can be used to inform future business practices.
Originality/value
The results of this research provide a framework for consideration of the potential strengths and opportunities provided by tribal winery operation.
Details