Pub Date : 2022-01-05DOI: 10.1108/ijwbr-02-2021-0010
A. Hernández, Silverio Alarcón, Lino Meraz Ruiz
Purpose This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool. Design/methodology/approach The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model. Findings The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment. Research limitations/implications The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish. Practical implications The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings. Originality/value The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.
{"title":"Segmentation of wine tourism experience in Mexican wine regions using netnography","authors":"A. Hernández, Silverio Alarcón, Lino Meraz Ruiz","doi":"10.1108/ijwbr-02-2021-0010","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2021-0010","url":null,"abstract":"\u0000Purpose\u0000This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool.\u0000\u0000\u0000Design/methodology/approach\u0000The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model.\u0000\u0000\u0000Findings\u0000The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment.\u0000\u0000\u0000Research limitations/implications\u0000The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish.\u0000\u0000\u0000Practical implications\u0000The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings.\u0000\u0000\u0000Originality/value\u0000The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2022-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43787105","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 : 2022-01-04DOI: 10.1108/ijwbr-01-2021-0004
M. M. Wolf, Mitchell J. Wolf, B. Lecat
Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.
{"title":"Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic","authors":"M. M. Wolf, Mitchell J. Wolf, B. Lecat","doi":"10.1108/ijwbr-01-2021-0004","DOIUrl":"https://doi.org/10.1108/ijwbr-01-2021-0004","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined.\u0000\u0000\u0000Design/methodology/approach\u0000An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences.\u0000\u0000\u0000Findings\u0000Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic.\u0000\u0000\u0000Originality/value\u0000This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic.\u0000\u0000\u0000Research limitations/implications\u0000A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA.\u0000\u0000\u0000Practical implications\u0000The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2022-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44065069","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 : 2021-12-22DOI: 10.1108/ijwbr-03-2021-0015
F. Huq, Vernon Jones, D. Hensler
Purpose This study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to consumers switching to online platforms. The purpose of this paper is to design a model that will have general applicability beyond the wine industry. Design/methodology/approach The research uses regression-based additive decomposition of time series data to predict the trajectory of the market share for the digital distribution channel. The study develops a statistical prediction model using time series data between 2007 and 2020, inclusive, sourced from US Annual Wine Reports and Bureau of Alcohol, Tobacco and Firearms databases. Findings The results show an increasing trajectory of wine sales through the online distribution channel with predictable seasonality. The disruptive effects of consumer switching behavior point to a steady increase in sales due both to increasing demand and accelerating switching. Nevertheless, the model shows that bricks and mortar purchases will remain strong and continue to account for the bulk of wine sales. COVID-19 has caused a step function increase in online sales but this should moderate after the crisis subsides and can be tested further. Originality/value This study is original in developing a model for an industry where bricks and mortar sales are growing and are expected to remain strong while there is still identifiable switching to online sales. The wine industry presents a classic case of accelerating switching behavior where there is still a strong franchise for in-store purchases. The model should have general applicability to distribution channels beyond the wine industry where steady growth, marked seasonality and disruptive consumer switching are in evidence.
{"title":"A time series projection model of online seasonal demand for American wine and potential disruption in the supply channels due to COVID-19","authors":"F. Huq, Vernon Jones, D. Hensler","doi":"10.1108/ijwbr-03-2021-0015","DOIUrl":"https://doi.org/10.1108/ijwbr-03-2021-0015","url":null,"abstract":"\u0000Purpose\u0000This study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to consumers switching to online platforms. The purpose of this paper is to design a model that will have general applicability beyond the wine industry.\u0000\u0000\u0000Design/methodology/approach\u0000The research uses regression-based additive decomposition of time series data to predict the trajectory of the market share for the digital distribution channel. The study develops a statistical prediction model using time series data between 2007 and 2020, inclusive, sourced from US Annual Wine Reports and Bureau of Alcohol, Tobacco and Firearms databases.\u0000\u0000\u0000Findings\u0000The results show an increasing trajectory of wine sales through the online distribution channel with predictable seasonality. The disruptive effects of consumer switching behavior point to a steady increase in sales due both to increasing demand and accelerating switching. Nevertheless, the model shows that bricks and mortar purchases will remain strong and continue to account for the bulk of wine sales. COVID-19 has caused a step function increase in online sales but this should moderate after the crisis subsides and can be tested further.\u0000\u0000\u0000Originality/value\u0000This study is original in developing a model for an industry where bricks and mortar sales are growing and are expected to remain strong while there is still identifiable switching to online sales. The wine industry presents a classic case of accelerating switching behavior where there is still a strong franchise for in-store purchases. The model should have general applicability to distribution channels beyond the wine industry where steady growth, marked seasonality and disruptive consumer switching are in evidence.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44770733","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}
Annamma Joy, Seyee Yoon, Bianca Grohmann, K. LaTour
Wine Business Journal This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.
{"title":"How Winery Tourism Experience Builds Brand Image and Brand Loyalty","authors":"Annamma Joy, Seyee Yoon, Bianca Grohmann, K. LaTour","doi":"10.26813/001c.30210","DOIUrl":"https://doi.org/10.26813/001c.30210","url":null,"abstract":"Wine Business Journal This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":"37 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86261070","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 : 2021-12-16DOI: 10.1108/ijwbr-03-2021-0021
S. Golicic
Purpose The wine industry is the one that is tightly linked to sustainability as its processes both impact and are impacted by the environment, society and companies’ financial well-being. However, data show that this may not be recognized in practice. Thus, this research paper aims to examine what has changed with respect to sustainability practices over the past 10–15 years in this industry. Design/methodology/approach A development-based multi-method approach was used to examine the purpose. In Phase 1, a grounded theory study conducted between 2009 and 2015 from wine businesses in 12 different global regions brought to light a potential disconnect between theory and practice in the importance of sustainability. In Phase 2, a comprehensive literature review and analysis of updated online content from the Phase 1 companies was conducted to paint a picture of the progression of sustainability focus and its implementation in company processes. Findings Using legitimacy theory as a foundation, it was found that the choice to pursue sustainability in this industry generally begins with a focus on environmental practices followed by financial sustainability and more recently social sustainability. Producers are also starting to emphasize overall sustainability often encompassing all three dimensions. The industry has also progressed through “levels of sophistication” in the different major supply chain processes (supply, production and distribution) over the years with their environmental efforts. Originality/value A framework of sustainability growth in the industry through a matrix of process sophistication is developed from the data. The results offer implications for theory, practice and industry policy and informs the future trajectory of sustainability within global business.
{"title":"Changes in sustainability in the global wine industry","authors":"S. Golicic","doi":"10.1108/ijwbr-03-2021-0021","DOIUrl":"https://doi.org/10.1108/ijwbr-03-2021-0021","url":null,"abstract":"\u0000Purpose\u0000The wine industry is the one that is tightly linked to sustainability as its processes both impact and are impacted by the environment, society and companies’ financial well-being. However, data show that this may not be recognized in practice. Thus, this research paper aims to examine what has changed with respect to sustainability practices over the past 10–15 years in this industry.\u0000\u0000\u0000Design/methodology/approach\u0000A development-based multi-method approach was used to examine the purpose. In Phase 1, a grounded theory study conducted between 2009 and 2015 from wine businesses in 12 different global regions brought to light a potential disconnect between theory and practice in the importance of sustainability. In Phase 2, a comprehensive literature review and analysis of updated online content from the Phase 1 companies was conducted to paint a picture of the progression of sustainability focus and its implementation in company processes.\u0000\u0000\u0000Findings\u0000Using legitimacy theory as a foundation, it was found that the choice to pursue sustainability in this industry generally begins with a focus on environmental practices followed by financial sustainability and more recently social sustainability. Producers are also starting to emphasize overall sustainability often encompassing all three dimensions. The industry has also progressed through “levels of sophistication” in the different major supply chain processes (supply, production and distribution) over the years with their environmental efforts.\u0000\u0000\u0000Originality/value\u0000A framework of sustainability growth in the industry through a matrix of process sophistication is developed from the data. The results offer implications for theory, practice and industry policy and informs the future trajectory of sustainability within global business.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48679682","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 : 2021-11-10DOI: 10.1108/ijwbr-03-2021-0019
P. Donzé, Sotaro Katsumata
Purpose The purpose of this study is to explore the relationship between income inequality and the demand for high-end luxury wine. The consumption of luxury goods has experienced dramatic growth since 2000 but inequality has been neglected by scholars working on luxury consumption. The exploratory research focuses on wine demand between 2000 and 2019 and analyzes the impact of income inequality among other factors, including gross domestic product (GDP) per capita and GDP growth. The authors want to discern whether highly unequal countries import more expensive wine when compared to countries with lower inequality. Design/methodology/approach The authors prepared different data sets based on the year and the trade value of each country to compare the differences and commonalities. The regression models incorporate particular foreign trade statistics (average unit price of wine) as an objective variable and the Gini coefficients to measure the relation between the demand for high-end luxury wines and inequality as an explanatory variable. The models also incorporate other control variables such as economic and institutional conditions. Findings The analysis demonstrates a positive relationship between the unit price of imported wine and the level of income inequality of the importers. This research suggests that conspicuous consumption, as a means of social distinction, is a major driver of the luxury wine market. Other significant factors include GDP per capita and geographic proximity. However, countries with a high power distance and bad governance do not purchase more luxury wines than others. Hence, rather than the social acceptation of wealth and corruption, the consumption of luxury wines is driven by the levels of economic development and inequality. Originality/value This paper is exploratory research that discusses an underexplored issue: the impact of income inequality on the consumption of luxury goods such as high-end luxury wines. It contributes to the literature on wine consumption, luxury business and income and wealth inequalities. These fields are rarely approached together and the research emphasizes the potential offered by such a perspective.
{"title":"High-end luxury wine demand and income inequality","authors":"P. Donzé, Sotaro Katsumata","doi":"10.1108/ijwbr-03-2021-0019","DOIUrl":"https://doi.org/10.1108/ijwbr-03-2021-0019","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to explore the relationship between income inequality and the demand for high-end luxury wine. The consumption of luxury goods has experienced dramatic growth since 2000 but inequality has been neglected by scholars working on luxury consumption. The exploratory research focuses on wine demand between 2000 and 2019 and analyzes the impact of income inequality among other factors, including gross domestic product (GDP) per capita and GDP growth. The authors want to discern whether highly unequal countries import more expensive wine when compared to countries with lower inequality.\u0000\u0000\u0000Design/methodology/approach\u0000The authors prepared different data sets based on the year and the trade value of each country to compare the differences and commonalities. The regression models incorporate particular foreign trade statistics (average unit price of wine) as an objective variable and the Gini coefficients to measure the relation between the demand for high-end luxury wines and inequality as an explanatory variable. The models also incorporate other control variables such as economic and institutional conditions.\u0000\u0000\u0000Findings\u0000The analysis demonstrates a positive relationship between the unit price of imported wine and the level of income inequality of the importers. This research suggests that conspicuous consumption, as a means of social distinction, is a major driver of the luxury wine market. Other significant factors include GDP per capita and geographic proximity. However, countries with a high power distance and bad governance do not purchase more luxury wines than others. Hence, rather than the social acceptation of wealth and corruption, the consumption of luxury wines is driven by the levels of economic development and inequality.\u0000\u0000\u0000Originality/value\u0000This paper is exploratory research that discusses an underexplored issue: the impact of income inequality on the consumption of luxury goods such as high-end luxury wines. It contributes to the literature on wine consumption, luxury business and income and wealth inequalities. These fields are rarely approached together and the research emphasizes the potential offered by such a perspective.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48730026","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 : 2021-11-08DOI: 10.1108/ijwbr-02-2021-0008
Cortney L. Norris, D. C. Taylor, Scott Taylor Jr
Purpose This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative). Design/methodology/approach Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media. Findings Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response. Research limitations/implications This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon. Originality/value Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.
{"title":"What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon","authors":"Cortney L. Norris, D. C. Taylor, Scott Taylor Jr","doi":"10.1108/ijwbr-02-2021-0008","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2021-0008","url":null,"abstract":"\u0000Purpose\u0000This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).\u0000\u0000\u0000Design/methodology/approach\u0000Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.\u0000\u0000\u0000Findings\u0000Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.\u0000\u0000\u0000Research limitations/implications\u0000This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.\u0000\u0000\u0000Originality/value\u0000Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49201061","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 : 2021-11-03DOI: 10.1108/ijwbr-05-2021-0029
E. Nave, Paulo Duarte, Ricardo Gouveia Rodrigues, A. Paço, H. Alves, T. Oliveira
Purpose In recent years, the craft beer (CB) industry has gained impetus and has experienced significant growth in scientific publications. This study aims to present a systematic review of the literature on CB in areas related to economic and business sciences. Design/methodology/approach Based on the data from Scopus, Web of Science and a set of articles not indexed to these databases until June 2021, a total of 132 articles were included for analysis, using bibliometric and content analysis techniques. Findings The study allowed us to identify that CB has four main clusters/themes of research, namely, CB industry and market, marketing and branding, consumer behavior and sustainability. Detailed information on the clusters is provided. In addition, the results showed that publications addressing CB have grown significantly from 2015 onwards and are dispersed across many journals, with none assuming a clear leadership. Quantitative approaches account for more than half of publications. Research limitations/implications This study is a useful guide for academics intending to develop studies with CB. It provides a framework to structure future research by identifying existing literature clusters and proposes several research propositions. Practical implications The findings from this study are useful for CB companies to get an overview of the main issues affecting the CB industry and market to be able to adapt their strategies and stay aligned with market tendencies in the four main clusters identified. Originality/value This is the first systematic review of CB. Therefore, it provides a significant contribution to frame and strengthening the literature on CB and serves as a reference for future research. Based on the content analysis and cluster identification, the findings portray the status of current research. Accordingly, a set of research opportunities are offered.
近年来，精酿啤酒(CB)行业获得了动力，科学出版物也有了显著增长。本研究旨在对经济与商业科学相关领域的商业信用文献进行系统回顾。设计/方法/方法基于Scopus、Web of Science的数据和一组直到2021年6月才被这些数据库索引的文章，使用文献计量学和内容分析技术，共纳入132篇文章进行分析。本研究让我们确定了四个主要的研究集群/主题，即CB行业和市场，营销和品牌，消费者行为和可持续性。提供了集群的详细信息。此外，研究结果显示，自2015年以来，关于CB的出版物显著增长，分散在许多期刊上，没有一个期刊具有明确的领导地位。定量方法占出版物的一半以上。研究的局限性/意义本研究对有意开展CB研究的学者来说是一个有用的指南。通过识别现有的文献集群，为未来的研究提供了一个框架，并提出了几个研究命题。本研究的结果有助于转债公司了解影响转债行业和市场的主要问题，从而能够调整其战略，并与所确定的四个主要集群的市场趋势保持一致。原创性/价值这是对CB的第一次系统回顾。因此，本研究对构建和完善CB研究文献做出了重要贡献，并为今后的研究提供了参考。在内容分析和聚类识别的基础上，研究结果描述了研究现状。因此，提供了一系列的研究机会。
{"title":"Craft beer – a systematic literature review and research agenda","authors":"E. Nave, Paulo Duarte, Ricardo Gouveia Rodrigues, A. Paço, H. Alves, T. Oliveira","doi":"10.1108/ijwbr-05-2021-0029","DOIUrl":"https://doi.org/10.1108/ijwbr-05-2021-0029","url":null,"abstract":"\u0000Purpose\u0000In recent years, the craft beer (CB) industry has gained impetus and has experienced significant growth in scientific publications. This study aims to present a systematic review of the literature on CB in areas related to economic and business sciences.\u0000\u0000\u0000Design/methodology/approach\u0000Based on the data from Scopus, Web of Science and a set of articles not indexed to these databases until June 2021, a total of 132 articles were included for analysis, using bibliometric and content analysis techniques.\u0000\u0000\u0000Findings\u0000The study allowed us to identify that CB has four main clusters/themes of research, namely, CB industry and market, marketing and branding, consumer behavior and sustainability. Detailed information on the clusters is provided. In addition, the results showed that publications addressing CB have grown significantly from 2015 onwards and are dispersed across many journals, with none assuming a clear leadership. Quantitative approaches account for more than half of publications.\u0000\u0000\u0000Research limitations/implications\u0000This study is a useful guide for academics intending to develop studies with CB. It provides a framework to structure future research by identifying existing literature clusters and proposes several research propositions.\u0000\u0000\u0000Practical implications\u0000The findings from this study are useful for CB companies to get an overview of the main issues affecting the CB industry and market to be able to adapt their strategies and stay aligned with market tendencies in the four main clusters identified.\u0000\u0000\u0000Originality/value\u0000This is the first systematic review of CB. Therefore, it provides a significant contribution to frame and strengthening the literature on CB and serves as a reference for future research. Based on the content analysis and cluster identification, the findings portray the status of current research. Accordingly, a set of research opportunities are offered.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46493096","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 : 2021-10-25DOI: 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":" ","pages":""},"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":" ","pages":""},"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}
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