Case Studies in the Wine Industry - 1st Edition - ISBN: 9780081009444

Case Studies in the Wine Industry

1st Edition

A volume in the Consumer Science and Strategic Marketing series

Editors: Cristina Santini Alessio Cavicchi
Paperback ISBN: 9780081009444
Imprint: Woodhead Publishing
Published Date: 1st September 2018
Page Count: 400
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Table of Contents

1. Introduction

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
17. Conclusion
Further insights on methodological tools adopted in this book


Consumer Science and Strategic Marketing: Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product, and defining product positioning in competitive environment.

There is an emerging demand from wine industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research.

This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and wine business professionals?, and which communication methods and practices have been relevant to make the most of R&D in the wine industry?

Through case studies, successful examples and newer inputs for further theoretical investigation, both current and future professionals in the wine business will gain information and insights that can be used in their business environment.

Key Features

  • 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


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© Woodhead Publishing 2019
Woodhead Publishing
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About the Editors

Cristina Santini Editor

Cristina Santini is an Assistant Professor at the Università San Raffaele, in Rome. Her teaching experience covers the field of Marketing, Business Management and Strategy. She is the President of the Master Degree course in Human Nutrition for the University San Raffaele. Her research interests include: entrepreneurship, small business, strategic marketing, ecopreneurship and sustainability. Her primary focus is on food and wine business; she is also interested in case study and research methodology based on participatory approaches.

Affiliations and Expertise

Associate Professor in Agricultural Science, Università Telematica San Raffaele, Rome, Italy

Alessio Cavicchi Editor

Alessio Cavicchi is Associate Professor at University of Macerata (Italy), where he teaches "Food Economics and Marketing" and "Place Branding and Rural Development" in the degree of International Tourism and Destination Management. He received his PhD in Economics of Food and Environmental Resources from University of Naples, Parthenope and a MSc in Food Economics and Marketing from University of Reading (UK). His main fields of interest and research are consumer food choice, economics of food quality and safety, and innovation and sustainability in agribusiness and tourism. He has served as an agrifood expert for several DGs of the European Commission, and he is the coordinator of two EU funded projects: “The Wine Lab” and “FoodBiz.”

Affiliations and Expertise

Associate Professor in Agricultural Economics, University of Macerata, Macerata, Italy