Core tensions in luxury wine marketing: the case of Burgundian wineries

2018 ◽  
Vol 30 (3) ◽  
pp. 343-365 ◽  
Author(s):  
Liz Thach ◽  
Steve Charters ◽  
Laurence Cogan-Marie
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Research Study ◽  
Marketing Strategies ◽  
Content Type ◽  
Brand Differentiation ◽  
Differentiation Factors ◽  
Luxury Marketing ◽  
Depth Interviews ◽  
Theory Base

Purpose The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes. Design/methodology/approach A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature. Findings Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation. Originality/value This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.

The creative minds of extraordinary pastry chefs: an integrated theory of aesthetic expressions – a portraiture study

2020 ◽  
Vol 32 (9) ◽  
pp. 3015-3034
Author(s):  
Kai-Sean Lee ◽  
Denise Blum ◽  
Li Miao ◽  
Stacy R. Tomas
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Aesthetic Experience ◽  
Content Type ◽  
Wassily Kandinsky ◽  
Integrated Theory ◽  
Theoretical View ◽  
The Aesthetic ◽  
Material Artifacts ◽  
Depth Interviews

Purpose This paper aims to demystify the creative experiences of an extraordinary group of pastry chefs – The Malaysian World Pastry Team, champions of the 2019 World Pastry Cup. The authors adopted an expressionist theoretical lens informed by two aesthetic philosophers – John Dewey and Wassily Kandinsky. Design/methodology/approach A two-year portraiture was conducted – a qualitative methodology that draws features from phenomenology and narrative inquiry, rendering artistically and empirically written “portraits” that reflect themes and patterns of participants’ experiences. In-depth interviews, observations and material artifacts were collected amid a journey alongside nine extraordinary Malaysian pastry chefs. Findings Presented in story structures, the authors offer three “portraits” of culinary creativity, each representing a core essence of the creative phenomenon: creative harmony in the form of sensorial and symbolic poetry; imaginative episodes as a hypnotic state of inspiration and incubation; and the creative duality of scientific rationalism and artistic fashion. The authors delineated the intricacies of each theme by presenting them as individual narratives. Research limitations/implications The portraits indicated that culinary creativity reflects an organic and emancipating aesthetic experience that is unbounded by formative structures or sequential processes. This provides a novel theoretical view that moves beyond conventional studies’ capitalistic frameworks, and toward the intimate viewpoints of the chef-creators. Specific contributions are discussed. Originality/value Through a unique qualitative approach and an aesthetic theoretical framework, this study provided a novel perspective on the culinary creative process. The aesthetic view captures culinary creativity through the eyes of the creator, a viewpoint less considered, yet imperative to the culinary profession.

scholarly journals Interfunctional coordination: the role of digitalization

2019 ◽  
Vol 35 (3) ◽  
pp. 404-419 ◽  
Author(s):  
José L. Ruiz-Alba ◽  
Rodrigo Guesalaga ◽  
Raquel Ayestarán ◽  
Javier Morales Mediano
Keyword(s):  
Focus Group ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Content Type ◽  
Top Executives ◽  
Main Driver ◽  
Negative Side Effects ◽  
Depth Interviews ◽  
Integrated Study

Purpose This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC. Design/methodology/approach Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with 5 participants), Study 2 (31 in-depth interviews with top executives) and Study 3 (online focus group with 9 experts). Findings One finding is that digitalization is the main driver for IC and can be considered strategic. Other findings show that digitalization can enhance IC, but it was also found that digitalization can have negative side effects on IC. Originality/value This study contributes to the understanding of the importance of digitalization on IC and also contributes to the conceptualization of IC as a dynamic capability.

Does Musharakah Mutanaqisah converge with Bai Bithamin Ajil and conventional loans?

2017 ◽  
Vol 59 (5) ◽  
pp. 740-755 ◽  
Author(s):  
Aghilasse Kashi ◽  
Azhar Mohamad
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Financial System ◽  
Islamic Banks ◽  
Content Type ◽  
Technical Issues ◽  
Depth Interviews

Purpose This study aims to examine the disputable Shari’ah and the technical issues underlying the implementation of the Musharakah Mutanaqisah partnership (MMP) model in home financing by Islamic banks in Malaysia. It assesses whether this much-lauded facility is in line with Shari’ah rules and whether it diverges from or converges to the Bay’ Bithaman Ajil (BBA) and conventional loan models. Design/methodology/approach This study uses a qualitative methodology based on in-depth interviews to achieve these objectives. Findings With regard to the issue of convergence, it is obvious from the interviewees’ perceptions that the MMP model is converging with the BBA and conventional housing loans. Originality/value Many factors were mentioned as the reasons for this convergence, with the most important being that Islamic banks are not operating in a fully fledged Islamic financial system, reducing the risk weightage and regulatory restrictions. As for Shari’ah compliance, controversy may result from the enhanced features that structure this facility. Though these enhanced features are Shari’ah compliant, it transforms the MMP model into a debt rather than a partnership contract.

What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Istijanto Istijanto ◽  
Indria Handoko
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Three Dimensions ◽  
Purchasing Behavior ◽  
Approach And Avoidance ◽  
Content Type ◽  
Emotional Dimensions ◽  
Practical Implications

Purpose Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products. Design/methodology/approach This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis. Findings Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions. Research limitations/implications As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population. Practical implications This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies. Originality/value To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

Brand ageing: an analysis from a Latin American perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Juliana Villegas ◽  
Ruben Guevara ◽  
Juan Esteban Escalante
Keyword(s):  
Latin American ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Time Dimension ◽  
Content Type ◽  
Endogenous Factors ◽  
Upper Management ◽  
American Perspective ◽  
Ageing Processes ◽  
Depth Interviews

Purpose Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an international presence, the paper uses a grounded-theory qualitative methodology, including in-depth interviews and documentary brand reviews over a longitudinal time dimension, to perform an analysis of specific aspects that affect brand ageing processes. Findings The results revealed that the factors that determine brand ageing can be classified into the following two subgroups: exogenous (conditions of the economic environment, category conditions, entrance of new competitors, ageing current consumers and entry of new consumers) and endogenous (organisational growth, upper management convictions, marketing structure, brand architecture, inappropriate naming and obsolete brand image) factors. Originality/value This research provides substantial academic value and insights that allow a better understanding of specific aspects that influence the brand ageing process.

scholarly journals Enlivenment and the Gruffalo: the unfolding story of events in destination shopping centres

2018 ◽  
Vol 9 (2) ◽  
pp. 126-146
Author(s):  
David Strafford ◽  
Phil Crowther ◽  
Peter Schofield
Keyword(s):  
Questionnaire Survey ◽  
Dwell Time ◽  
Design Methodology ◽  
Research Study ◽  
Early Research ◽  
Short Term ◽  
Content Type ◽  
Shopping Centres ◽  
Depth Interviews

Purpose The purpose of this paper is to investigate the growing, and multifaceted, role for events within destination shopping centres. With particular focus upon The Gruffalo experience (GE)—a three week pop-up experiential children’s activation—the study offers insights and provides a conceptual framework, relating to the emerging and future role of events. Design/methodology/approach The study emerged from a privileged opportunity to research The GE, enabling a visitor questionnaire survey (n=1,305), using a non-probability sample, and four in-depth interviews, which were extended by an additional seven respondents. Findings There is a noteworthy role for events as “enlivenment”; attractors to increase visitation, repeat visitation and equally to impact dwell time and boost footfall and sales for tenants. The study revealed a need for a developed event portfolio, with various fundamental tensions relating to objectives, tenants, integration with wider strategy and customer experience. Research limitations/implications By interlinking events with shopping, re-visitation intention is improved and therefore not only does it deliver short-term return but longer-term payback. The vast assortment of events, and stakeholders, means a strategic and reflective approach is required. A limitation of the study is that there is limited existing research on this topic upon which to compare the overall findings, or specifically the survey data and analysis. Originality/value This early research study into events within destination shopping centres has revealed a prolific and advantageous, but also emerging and intricate, relationship. There is an absence of extant literature and therefore this paper makes a notable contribution to this unfolding area.

Contradictions and identity work: insights from early-career experiences

2014 ◽  
Vol 33 (10) ◽  
pp. 906-918
Author(s):  
Jacob D. Vakkayil
Keyword(s):  
Software Development ◽  
Work Experience ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Identity Work ◽  
Early Career ◽  
Career Experiences ◽  
Content Type ◽  
Four Dimensions ◽  
Depth Interviews

Purpose – The purpose of this paper is to explore identity work in response to various types of contradictions experienced by employees in outsourced software development in the initial stages of their careers. Design/methodology/approach – A qualitative methodology is adopted. Data are generated primarily through in-depth interviews with participants who had less than five years of work experience in outsourced software development. Findings – Four dimensions of contradictions in the setting are identified and behaviors associated with identity work driven by these contradictions are explored. While responses included regression, despair, resignation and disengagement, behaviors in the direction of adjustment and development were also reported. The importance of various kinds of resources for developmental identity work is pointed out. Originality/value – This work contributes to discussions on identity work by bringing to light how contradictions influence it in the context of outsourced software work.

Encouraging the subsistence artisan entrepreneurship in handicraft and creative contexts

2019 ◽  
Vol 13 (1/2) ◽  
pp. 64-83 ◽  
Author(s):  
Jéssica Ferreira ◽  
Bruno Miguel Sousa ◽  
Francisco Gonçalves
Keyword(s):  
Consumer Satisfaction ◽  
Design Methodology ◽  
Local Development ◽  
Case Analysis ◽  
Marketing Strategies ◽  
Operational Environment ◽  
Content Type ◽  
Market Growth ◽  
New Concepts ◽  
Depth Interviews

PurposeThis study aims to establish a relationship between creative tourism and experiences in the traditional handicrafts of Barcelos (Portugal). Based on a qualitative approach, it also aims at analyzing the failures and absences from the tourist market by creating new proposals and responses to the demand. The conceptual framework of this study develops three proposals: first, to present new concepts and opportunities for the tourism market; second, to establish a direct relationship between the local traditional handicrafts, creative tourism and experiences; and finally, to promote traditions that add value to the local development.Design/methodology/approachThis study uses an ethnographic case analysis research design to investigate the propositions (ten in-depth interviews with technicians and artisans in Barcelos, Portugal). The key constructs are drawn from empirical research among handicraftsmen in which data analysis was carried out based on a qualitative analysis.FindingsThe results suggest the experience, knowledge and importance of learning this dynamic in an entrepreneurship tourism perspective. Creative tourism and experiences are growing and strengthening the territories and consumer satisfaction in specific artisan, cultural and tourism entrepreneurship contexts.Research limitations/implicationsThis study fills a large gap in the territorial market, associating the knowledge of new concepts with the success of the tourism entrepreneurship. The findings provide solutions for helping handicraftsmen to improve their decision-making logic and increase the speed of market growth. There has been an increased emphasis on local and handmade goods that are linked to the culture and tourism of specific destinations.Originality/valueTourism managers and artisan entrepreneurs can use the outcome of this study to gain in-depth understanding of customer experiences (i.e. consumers of local handicrafts) and develop effective marketing strategies and further stage the operational environment that can maximize customers’ perceived experiential value.

Co-workers’ perceptions of and reactions to employee’s involuntary demotion

2019 ◽  
Vol 41 (4) ◽  
pp. 740-757 ◽  
Author(s):  
Sophie Hennekam ◽  
Subramaniam Ananthram ◽  
Steve McKenna
Keyword(s):  
Design Methodology ◽  
Emotional Responses ◽  
Emotional Reaction ◽  
Content Type ◽  
Informational Justice ◽  
Behavioural Responses ◽  
Behavioural Reaction ◽  
Three Stages ◽  
Depth Interviews ◽  
The Way

Purpose The purpose of this paper is to investigate how individuals perceive and react to the involuntary demotion of a co-worker in their organisation. Design/methodology/approach The authors draw on 46 semi-structured in-depth interviews (23 dyads) with co-workers of demoted individuals. Findings The findings suggest that an individual’s observation of the demotion of a co-worker has three stages: their perception of fairness, their emotional reaction and their behavioural reaction. The perception of fairness concerned issues of distributive, procedural, interpersonal and informational justice. The emotional responses identified were feelings of disappointment/disillusion, uncertainty, vulnerability and anger. Finally, the behavioural reactions triggered by their emotional responses included expressions of voice, loyalty, exit and adaptation. Originality/value Perceptions of (in)justice perpetrated on others stimulate emotional and behavioural responses, which impacts organisational functioning. Managers should therefore pay attention to the way a demotion is perceived, not only by those directly concerned, but also by co-workers as observers.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

Sign in / Sign up

Export Citation Format

Share Document