Pub Date : 2021-10-25DOI: 10.1108/ijwbr-12-2020-0062
Rosana Fuentes-Fernández, Armand Gilinsky, Jr.
Purpose This paper aims to develop an understanding of cooperation and collaboration in the natural wine industry in Spain as well as a deeper understanding of the challenges facing natural wine producers in the 21st century. Design/methodology/approach Field interviews using a structured questionnaire were conducted with five Spanish producers of natural wine in five different regions during fall 2018 and late spring 2019. Interviewers prompted respondents to expound upon the potential of incorporating cooperative relationships to help producers grow their businesses, share production and marketing techniques and explain how they educate consumers about natural wines. Findings Content analysis among five field-researched case studies reveals common goals and challenges, but Spanish natural wine producers have not reached a consensus on the benefits of cooperative relationships. Respondents acknowledge that their indecisiveness and consumer confusion about natural wines are barriers to working together. Research limitations/implications Generalizations from a sample comprised five companies cannot be made, nor can we claim that respondents were unbiased. Respondents were reluctant to release financial and production data; thus, the outcomes of coopetition strategies were indeterminate. It may be that a coopetition strategy is only positive up to a fixed point, upon which a diminishing-returns effect is manifested. Observations were made during a period when the Spanish wine industry was contracting, as political uncertainty in that country and post-Brexit clouded the future of tourism in and exports from certain Spanish wine regions. Practical implications Collaboration and cooperation would afford Spanish natural wine access to shared resources, networks and farming technology and knowhow to enhance the image and reputation of natural wine in Spain and internationally. Social implications To explore how cooperative and collaborative relationships might be achieved, five case studies of natural wine producers in Spain illuminate their real-life challenges and goals. Cooperative relationships among these producers have the potential to contribute to industry growth and value creation, while creating shared competitive advantages. As these niche producers weigh how to come to a consensus about pooling resources and working together to educate the prospective natural wine consumer, doing so may well lead the next wave of entrepreneurial, innovative activity in an industry that is ripe for change. Originality/value To explore how natural wine producers face the challenge to increase transparency in its production and to help consumer to know what natural wine is. In the Old World, the French Fraud Control Office recognized the category “vin méthode nature” (wine nature method) as a special wine. It was the first step towards helping consumers to reduce the information asymmetries existing between the productive and consumption fields, in
{"title":"Coopetition as improvisation: an exploratory comparative case study investigation into Spain’s natural wine industry","authors":"Rosana Fuentes-Fernández, Armand Gilinsky, Jr.","doi":"10.1108/ijwbr-12-2020-0062","DOIUrl":"https://doi.org/10.1108/ijwbr-12-2020-0062","url":null,"abstract":"\u0000Purpose\u0000This paper aims to develop an understanding of cooperation and collaboration in the natural wine industry in Spain as well as a deeper understanding of the challenges facing natural wine producers in the 21st century.\u0000\u0000\u0000Design/methodology/approach\u0000Field interviews using a structured questionnaire were conducted with five Spanish producers of natural wine in five different regions during fall 2018 and late spring 2019. Interviewers prompted respondents to expound upon the potential of incorporating cooperative relationships to help producers grow their businesses, share production and marketing techniques and explain how they educate consumers about natural wines.\u0000\u0000\u0000Findings\u0000Content analysis among five field-researched case studies reveals common goals and challenges, but Spanish natural wine producers have not reached a consensus on the benefits of cooperative relationships. Respondents acknowledge that their indecisiveness and consumer confusion about natural wines are barriers to working together.\u0000\u0000\u0000Research limitations/implications\u0000Generalizations from a sample comprised five companies cannot be made, nor can we claim that respondents were unbiased. Respondents were reluctant to release financial and production data; thus, the outcomes of coopetition strategies were indeterminate. It may be that a coopetition strategy is only positive up to a fixed point, upon which a diminishing-returns effect is manifested. Observations were made during a period when the Spanish wine industry was contracting, as political uncertainty in that country and post-Brexit clouded the future of tourism in and exports from certain Spanish wine regions.\u0000\u0000\u0000Practical implications\u0000Collaboration and cooperation would afford Spanish natural wine access to shared resources, networks and farming technology and knowhow to enhance the image and reputation of natural wine in Spain and internationally.\u0000\u0000\u0000Social implications\u0000To explore how cooperative and collaborative relationships might be achieved, five case studies of natural wine producers in Spain illuminate their real-life challenges and goals. Cooperative relationships among these producers have the potential to contribute to industry growth and value creation, while creating shared competitive advantages. As these niche producers weigh how to come to a consensus about pooling resources and working together to educate the prospective natural wine consumer, doing so may well lead the next wave of entrepreneurial, innovative activity in an industry that is ripe for change.\u0000\u0000\u0000Originality/value\u0000To explore how natural wine producers face the challenge to increase transparency in its production and to help consumer to know what natural wine is. In the Old World, the French Fraud Control Office recognized the category “vin méthode nature” (wine nature method) as a special wine. It was the first step towards helping consumers to reduce the information asymmetries existing between the productive and consumption fields, in","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46677870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-21DOI: 10.1108/IJWBR-04-2021-0025
Elena Barbierato, I. Bernetti, Irene Capecchi
Wine packaged tours as a specific aspect of wine tourism have so far been neglected in research, for this reason, the purpose of this study is to study the key elements for the success of the wine tour in Tuscany (Italy), evaluating the points of strength and weakness.,The study combines approaches of text mining, sentiment analysis and natural language processing, drawing on data from the TripAdvisor platform, obtaining through an automatic procedure 9,616 reviews from 600 tours in the years 2010–2020.,The authors identified six elements of successful wine tours expressed by research subjects: tour guide; logistical aspects; the quality of the wine; the quality of the food; complementary tourist and recreational activities; the landscape and historic villages. The key strength associated with success was the integration of the leading wine product with food, landscape and historic villages, while the main criticisms were concerned with the organization and planning of the tour. Furthermore, the tour guide also plays a fundamental role in consumer satisfaction.,The limitations of the method were linked to the origin of the data used. The main one is that TripAdvisor does not allow you to have social and personal information about the tourist who wrote the review; therefore, the methods are substantially complementary to the traditional survey through questionnaires.,The proposed model can be used both by professionals to improve the quality of their products and by policymakers to promote the territorial development of quality wine-growing areas.,The proposed model can be useful for policymakers to promote the territorial development of quality wine-growing areas.,The methodology we tested is easily transferable to many countries and to the authors’ knowledge, for the first time attempts to combine multidimensional scaling, sentiment analysis and natural language processing approaches.
{"title":"Analyzing TripAdvisor reviews of wine tours: an approach based on text mining and sentiment analysis","authors":"Elena Barbierato, I. Bernetti, Irene Capecchi","doi":"10.1108/IJWBR-04-2021-0025","DOIUrl":"https://doi.org/10.1108/IJWBR-04-2021-0025","url":null,"abstract":"Wine packaged tours as a specific aspect of wine tourism have so far been neglected in research, for this reason, the purpose of this study is to study the key elements for the success of the wine tour in Tuscany (Italy), evaluating the points of strength and weakness.,The study combines approaches of text mining, sentiment analysis and natural language processing, drawing on data from the TripAdvisor platform, obtaining through an automatic procedure 9,616 reviews from 600 tours in the years 2010–2020.,The authors identified six elements of successful wine tours expressed by research subjects: tour guide; logistical aspects; the quality of the wine; the quality of the food; complementary tourist and recreational activities; the landscape and historic villages. The key strength associated with success was the integration of the leading wine product with food, landscape and historic villages, while the main criticisms were concerned with the organization and planning of the tour. Furthermore, the tour guide also plays a fundamental role in consumer satisfaction.,The limitations of the method were linked to the origin of the data used. The main one is that TripAdvisor does not allow you to have social and personal information about the tourist who wrote the review; therefore, the methods are substantially complementary to the traditional survey through questionnaires.,The proposed model can be used both by professionals to improve the quality of their products and by policymakers to promote the territorial development of quality wine-growing areas.,The proposed model can be useful for policymakers to promote the territorial development of quality wine-growing areas.,The methodology we tested is easily transferable to many countries and to the authors’ knowledge, for the first time attempts to combine multidimensional scaling, sentiment analysis and natural language processing approaches.","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43622237","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
# Purpose The objective of the paper is to investigate the impact of habits and consumption behavior on the willingness to pay (WTP) for cider by surveying young consumers. # Method The analysis is based on a questionnaire distributed to a group of 433 French business students from December 2017 to January 2018. Specifically, the questionnaire is designed to test whether young consumers would pay a premium price or not for quality ciders with respect to a traditional sweet cider with similar characteristics. We are modelling the premium that consumers are willing to pay for an organic cider, a farmer cider and rose cider. To accommodate the feature of a significant proportion of zero or negative premiums in dependent variables, the Heckman two-stage estimation procedure is performed. # Results Results show that the young generation consider cider as a cheap, festive and non-organic beverage and is willing to pay a premium for quality ciders like specifically rose and farmer ciders. # Conclusion The results from this research have useful implications not only for the cider market but also in the understanding of the characteristics of competitive beverages that young consumers may prefer and value.
{"title":"The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior","authors":"É. Le Fur, J. Outreville","doi":"10.26813/001c.28199","DOIUrl":"https://doi.org/10.26813/001c.28199","url":null,"abstract":"# Purpose\u0000\u0000The objective of the paper is to investigate the impact of habits and consumption behavior on the willingness to pay (WTP) for cider by surveying young consumers. \u0000\u0000# Method\u0000\u0000The analysis is based on a questionnaire distributed to a group of 433 French business students from December 2017 to January 2018. Specifically, the questionnaire is designed to test whether young consumers would pay a premium price or not for quality ciders with respect to a traditional sweet cider with similar characteristics. We are modelling the premium that consumers are willing to pay for an organic cider, a farmer cider and rose cider. To accommodate the feature of a significant proportion of zero or negative premiums in dependent variables, the Heckman two-stage estimation procedure is performed. \u0000\u0000# Results\u0000\u0000Results show that the young generation consider cider as a cheap, festive and non-organic beverage and is willing to pay a premium for quality ciders like specifically rose and farmer ciders.\u0000\u0000# Conclusion\u0000\u0000The results from this research have useful implications not only for the cider market but also in the understanding of the characteristics of competitive beverages that young consumers may prefer and value.","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88149743","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-17DOI: 10.1108/ijwbr-01-2021-0006
D. Toni, Rogério Pompermayer, Fernanda Lazzari, G. S. Milan
Purpose The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention. Design/methodology/approach The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process. Findings This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage. Originality/value One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.
{"title":"The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention","authors":"D. Toni, Rogério Pompermayer, Fernanda Lazzari, G. S. Milan","doi":"10.1108/ijwbr-01-2021-0006","DOIUrl":"https://doi.org/10.1108/ijwbr-01-2021-0006","url":null,"abstract":"\u0000Purpose\u0000The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.\u0000\u0000\u0000Findings\u0000This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.\u0000\u0000\u0000Originality/value\u0000One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44282713","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-17DOI: 10.1108/ijwbr-02-2021-0013
Erol Sozen, I. Rahman, M. O'Neill
Purpose Centered on upper echelons theory, this study aims to examine the interplay of US craft brewery owners’ green consumption values, environmental attitudes and environmental proactivity of their craft breweries. In addition, the moderating role of business challenges on the effect of environmental attitudes on environmental proactivity is assessed. Design/methodology/approach An online questionnaire was distributed to a convenience sample of US craft brewers through the Brewers Association Brew Forum Blog. A total of 237 valid responses were received. Structural equation modeling was used for testing hypothetical relationships among key constructs in the proposed research model: environmental values, environmental involvement, environmental sustainability practices and business challenges. Findings The results showed that green consumption values positively and significantly influenced environmental attitudes and environmental proactivity. Findings also confirmed the significant positive influence of environmental attitude on environmental proactivity. Furthermore, business challenges moderated the relationship between owners’ environmental attitudes and environmental proactivity of the breweries such that the higher the extent of business challenges weaker is the relationship between environmental attitudes and environmental proactivity. Originality/value It is accepted that upper management’s individual beliefs surrounding environmentalism are a contributing factor to the environmental management policy of their company. However, there is very little empirical evidence to demonstrate the impact that these values have in a tangible sense. To satisfy this deficit in the research, the study aims to analyze the relationship between the brewery owners’ environmental outlook and the sustainability practices of their brewery, regarding the former as a key psychological characteristic, which influences and motivates the direction of the latter.
{"title":"Craft breweries’ environmental proactivity: an upper echelons perspective","authors":"Erol Sozen, I. Rahman, M. O'Neill","doi":"10.1108/ijwbr-02-2021-0013","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2021-0013","url":null,"abstract":"\u0000Purpose\u0000Centered on upper echelons theory, this study aims to examine the interplay of US craft brewery owners’ green consumption values, environmental attitudes and environmental proactivity of their craft breweries. In addition, the moderating role of business challenges on the effect of environmental attitudes on environmental proactivity is assessed.\u0000\u0000\u0000Design/methodology/approach\u0000An online questionnaire was distributed to a convenience sample of US craft brewers through the Brewers Association Brew Forum Blog. A total of 237 valid responses were received. Structural equation modeling was used for testing hypothetical relationships among key constructs in the proposed research model: environmental values, environmental involvement, environmental sustainability practices and business challenges.\u0000\u0000\u0000Findings\u0000The results showed that green consumption values positively and significantly influenced environmental attitudes and environmental proactivity. Findings also confirmed the significant positive influence of environmental attitude on environmental proactivity. Furthermore, business challenges moderated the relationship between owners’ environmental attitudes and environmental proactivity of the breweries such that the higher the extent of business challenges weaker is the relationship between environmental attitudes and environmental proactivity.\u0000\u0000\u0000Originality/value\u0000It is accepted that upper management’s individual beliefs surrounding environmentalism are a contributing factor to the environmental management policy of their company. However, there is very little empirical evidence to demonstrate the impact that these values have in a tangible sense. To satisfy this deficit in the research, the study aims to analyze the relationship between the brewery owners’ environmental outlook and the sustainability practices of their brewery, regarding the former as a key psychological characteristic, which influences and motivates the direction of the latter.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42192393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-13DOI: 10.1108/ijwbr-11-2020-0056
Leeford Edem Kojo Ameyibor, Peter Anabila, Y. Saini
Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry. Design/methodology/approach A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses. Findings All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance. Practical implications The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance. Originality/value The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.
{"title":"Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity","authors":"Leeford Edem Kojo Ameyibor, Peter Anabila, Y. Saini","doi":"10.1108/ijwbr-11-2020-0056","DOIUrl":"https://doi.org/10.1108/ijwbr-11-2020-0056","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry.\u0000\u0000\u0000Design/methodology/approach\u0000A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses.\u0000\u0000\u0000Findings\u0000All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance.\u0000\u0000\u0000Practical implications\u0000The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance.\u0000\u0000\u0000Originality/value\u0000The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43033856","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-17DOI: 10.1108/ijwbr-01-2021-0003
K. Kelley, Marielle J. Todd, H. Hopfer, M. Centinari
Purpose This study aims to characterize several wine consumer segments who were “likely” to sample (i.e. taste before purchasing) wine from vineyards using cover crops, a sustainable production practice that reduces herbicide applications, and identify those with a greater probability of being a viable target market based on survey responses. Design/methodology/approach A total of 956 wine consumers from the Mid-Atlantic and boarding US states were separated into segments based on an ECHAID (exhaustive Chi-square automatic interaction detector) classification tree from internet survey responses. Findings Out of the 12 created segments, 6 (n = 530, 72% of training data) contained participants who were at least 1.02 times (index score =102%) more “likely” to try the wine compared to the overall sample and were willing to pay $18.99 for a 750-mL bottle of the wine, which included a $1 surcharge to cover associated production costs. Of these, three (n = 195, 26%) had the greatest potential for which a marketing plan could be developed (index scores of 109%–121%), with over half in each segment willing to pay $20.99 for the bottle of wine, which could motivate growers to consider implementing this sustainable strategy. Originality/value Although several segments of participants were “likely” to sample the sustainably produced wine, an ECHAID classification tree allowed us to identify participants who would not pay $18.99 for a 750-mL bottle of wine, even after learning about the use of cover crops and the trade-off ($1 bottle surcharge). By narrowing the number of potential “likely” segments to those with a greater potential of sampling the wine, more purposeful marketing strategies can be developed based on demographics, attitudes, and behaviors defined in the model.
{"title":"Identifying wine consumers interested in environmentally sustainable production practices","authors":"K. Kelley, Marielle J. Todd, H. Hopfer, M. Centinari","doi":"10.1108/ijwbr-01-2021-0003","DOIUrl":"https://doi.org/10.1108/ijwbr-01-2021-0003","url":null,"abstract":"\u0000Purpose\u0000This study aims to characterize several wine consumer segments who were “likely” to sample (i.e. taste before purchasing) wine from vineyards using cover crops, a sustainable production practice that reduces herbicide applications, and identify those with a greater probability of being a viable target market based on survey responses.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 956 wine consumers from the Mid-Atlantic and boarding US states were separated into segments based on an ECHAID (exhaustive Chi-square automatic interaction detector) classification tree from internet survey responses.\u0000\u0000\u0000Findings\u0000Out of the 12 created segments, 6 (n = 530, 72% of training data) contained participants who were at least 1.02 times (index score =102%) more “likely” to try the wine compared to the overall sample and were willing to pay $18.99 for a 750-mL bottle of the wine, which included a $1 surcharge to cover associated production costs. Of these, three (n = 195, 26%) had the greatest potential for which a marketing plan could be developed (index scores of 109%–121%), with over half in each segment willing to pay $20.99 for the bottle of wine, which could motivate growers to consider implementing this sustainable strategy.\u0000\u0000\u0000Originality/value\u0000Although several segments of participants were “likely” to sample the sustainably produced wine, an ECHAID classification tree allowed us to identify participants who would not pay $18.99 for a 750-mL bottle of wine, even after learning about the use of cover crops and the trade-off ($1 bottle surcharge). By narrowing the number of potential “likely” segments to those with a greater potential of sampling the wine, more purposeful marketing strategies can be developed based on demographics, attitudes, and behaviors defined in the model.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46168030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-17DOI: 10.1108/ijwbr-02-2021-0011
T. Davis, M. Gómez
Purpose The purpose of this paper is to identify the drivers of customer satisfaction (CS) and sales performance at wineries in the Finger Lakes region of New York State in the context of changes winery tasting rooms implemented due to the COVID-19 pandemic. Design/methodology/approach A survey was administered to tasting room visitors at two wineries in October 2020 in the Finger Lakes region of New York State resulting in 215 usable survey responses measuring customer satisfaction. A factor analysis was used to identify primary factors influencing overall CS. The authors then modeled how these primary factors, along with various demographic factors, influence sales metrics. The results are then compared with previous estimates of such drivers in pre-COVID tasting rooms. Findings The authors identified four main CS factors: Staff Interactions, Wine Tasting, COVID-19 Precautions and Ambience that play a significant role in overall CS. Of these, Wine Tasting was shown to have a positive influence on total amount spent and the number of bottles purchased, whereas COVID-19 Precautions positively impacted the number of bottles purchased. Overall, CS is also shown to positively impact total amount spent and number of bottles purchased. Customers are shown to prefer some changes to the tasting room due to COVID-19, such as having table service and reservations. Originality/value This is the first study researching the influence of certain tasting room changes implemented due to the COVID-19 pandemic has had on CS and wine-purchasing decisions in tasting rooms.
{"title":"The COVID-19 pandemic, customer satisfaction and sales performance in wine tasting rooms in the Finger Lakes region of New York State","authors":"T. Davis, M. Gómez","doi":"10.1108/ijwbr-02-2021-0011","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2021-0011","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to identify the drivers of customer satisfaction (CS) and sales performance at wineries in the Finger Lakes region of New York State in the context of changes winery tasting rooms implemented due to the COVID-19 pandemic.\u0000\u0000\u0000Design/methodology/approach\u0000A survey was administered to tasting room visitors at two wineries in October 2020 in the Finger Lakes region of New York State resulting in 215 usable survey responses measuring customer satisfaction. A factor analysis was used to identify primary factors influencing overall CS. The authors then modeled how these primary factors, along with various demographic factors, influence sales metrics. The results are then compared with previous estimates of such drivers in pre-COVID tasting rooms.\u0000\u0000\u0000Findings\u0000The authors identified four main CS factors: Staff Interactions, Wine Tasting, COVID-19 Precautions and Ambience that play a significant role in overall CS. Of these, Wine Tasting was shown to have a positive influence on total amount spent and the number of bottles purchased, whereas COVID-19 Precautions positively impacted the number of bottles purchased. Overall, CS is also shown to positively impact total amount spent and number of bottles purchased. Customers are shown to prefer some changes to the tasting room due to COVID-19, such as having table service and reservations.\u0000\u0000\u0000Originality/value\u0000This is the first study researching the influence of certain tasting room changes implemented due to the COVID-19 pandemic has had on CS and wine-purchasing decisions in tasting rooms.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44333278","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-14DOI: 10.1108/ijwbr-01-2021-0002
Fernando A. Martín-Hidalgo, Ana Pérez-Luño
Purpose The purpose of this paper is to explore the continuous identification of tangible and intangible strategic resources needed to achieve competitive advantages in uncertain times in Spanish wineries, highlighting the critical value of human capital. Design/methodology/approach By means of a case study of a Spanish Sherry winery theoretically based on the Resource Based View (RBV) of the firm, the paper focuses on the influence of environmental uncertainty on firms’ strategic resources and the need for in-depth knowledge. Direct participation and experience in the business has allowed access to data for a longitudinal exploratory analysis. Findings Human Capital, especially managers’ knowledge and experience, has been the key to the survival and success of the company analysed, throughout its history. Practical implications The paper guides managers, especially in microenterprises and SMEs, on the inclusion among the firm's strategic resources of a part of their own Human Capital that is generally not considered. Originality/value This paper contributes to the RBV and Self-Reflection Theory by demonstrating the value of Human Capital in a small family business under extremely uncertain times.
本文的目的是探讨西班牙酒庄在不确定时期实现竞争优势所需的有形和无形战略资源的持续识别，突出人力资本的关键价值。设计/方法/途径本文以一家西班牙雪利酒庄为例，以该酒厂的资源基础观点(Resource based View, RBV)为理论基础，重点研究了环境不确定性对企业战略资源的影响以及对深入知识的需求。直接参与和经验的业务允许访问数据进行纵向探索性分析。寻找人力资本，特别是管理者的知识和经验，一直是公司生存和成功的关键，纵观其历史。本文指导管理者，特别是微型企业和中小企业的管理者，在企业战略资源中纳入他们自己的人力资本的一部分，这通常是不被考虑的。原创性/价值本文通过展示一个小型家族企业在极端不确定时期的人力资本价值，为RBV和自我反思理论做出贡献。
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Pub Date : 2021-07-29DOI: 10.1108/ijwbr-12-2020-0057
Kettrin Farias Bem Maracajá, V. B. Schramm, F. Schramm, V. Valduga
Purpose This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective. Design/methodology/approach The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided. Findings The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism. Research limitations/implications The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector. Practical implications The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures. Originality/value This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.
{"title":"A multicriteria model for evaluation of Brazilian wineries from a tourism destination perspective","authors":"Kettrin Farias Bem Maracajá, V. B. Schramm, F. Schramm, V. Valduga","doi":"10.1108/ijwbr-12-2020-0057","DOIUrl":"https://doi.org/10.1108/ijwbr-12-2020-0057","url":null,"abstract":"\u0000Purpose\u0000This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.\u0000\u0000\u0000Design/methodology/approach\u0000The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided.\u0000\u0000\u0000Findings\u0000The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism.\u0000\u0000\u0000Research limitations/implications\u0000The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector.\u0000\u0000\u0000Practical implications\u0000The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures.\u0000\u0000\u0000Originality/value\u0000This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2021-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46815192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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