Case Studies in the Wine Industry A volume in the Consumer Science and Strategic Marketing series Woodhead Publishing Series in Consumer Science and Strategic Marketing Series

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 to achieve certain goals, including the rejuvenation of product image, the shaping of new market places, the achievement of market differentiation and geographical diffusion, the achievement of customer loyalty, and the promotion of traditional features of the product.

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.

1. Introduction

Part 1: 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? What is the role of consumer science as a business tool in the wine sector?

Part 2: 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 3: Sustaining the growth: consumer science and market growth 9. How can CS be employed in a market growth strategy? 10. How can CS be used for producing info that can be employed in strategy making?

Part 4: Mature products in a mature business 11. Rebranding Wine Using Sensory Profiling Data: A Case Study 12. How can firms use CS when their products achieve the peak of the product life cycle and they get into the decline phase? 13. How can firms transform their dog (BCG matrix) products into profitable ones by employing CS?

Part 5: Interpreting market dynamics and demand: consumer science as a means to achieve strategic information 14. How can CS 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

Appendix Further insights on methodological tools adopted in this book

• 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