- Bridges the gap between scholars and practitioners in understanding consumers of wine
- Allows scientists and professionals to make the most of R&D outcomes
- Advances consumer science research to address business problems in the wine industry
Marketing, Communication, R&D managers in the wine sector; Academics in the wine business, agribusiness and consumer and sensory science courses; Postgraduate and undergraduate students attending business schools, faculties of agriculture and degree courses in food science; Entrepreneurs and Managers of SMEs in the wine sector
Table of Contents
Part One: Market Outlook, Factors and Trends
2. Wine sector: definitions and nuances From global to country analysis: A comparison between Old World, New World and Emerging Wine Countries from 2005 to current
3. Global trends in wine production and retailing
4. Consumer behavior towards wine products
5. R&D, the myth: where is research going to? What is the role of consumer science as a business tool in the wine sector?
Part Two: New and innovative products: the role of consumer science
6. Ignoring Consumer Science? Three Cases from Austria about Philosophies, Gut Feeling and Intuitive Decision Making
7. What is the role of CS in helping new products development?
8. What are the benefits for a company that employs consumer science in product/process innovation?
Part Three: Sustaining the growth: consumer science and market growth
9. How CS can be employed in a market growth strategy?
10. How CS can be used for producing info that can be employed in strategy making?
Part Four: Mature products in a mature business
11. Rebranding Wine Using Sensory Profiling Data: A Case Study
12. How firms can use CS when their products achieve the peak of the product life cycle and they get into the decline phase?
13. How firms can transform their dog (BCG matrix) products into profitable ones by employing CS?
Part Five: Interpreting market dynamics and demand: consumer science as a means to achieve strategic information
14. How CS can be used for gaining info about consumers and the market?
15. How do firms process info?
16. How do firms use consumer science to optimize internal information flows and communication
Further insights on methodological tools adopted in this book
- No. of pages: 213
- Language: English
- Copyright: © Woodhead Publishing 2018
- Published: November 27, 2018
- Imprint: Woodhead Publishing
- eBook ISBN: 9780081010464
- Paperback ISBN: 9780081009444
About the Editors
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