Case Studies in the Wine Industry

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

• 1. Introduction Part 1: Market Outlook, Factors and Trends2. 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 products5. 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 science6. 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 growth9. 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 business11. 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 information14. 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 communication17. ConclusionAppendixFurther insights on methodological tools adopted in this book