Search results for " MARKETING"
showing 10 items of 1527 documents
Study of product repositioning for the Marsala Vergine DOC wine
2017
Italian production of wine is very diversified and Sicily is one of the major regions with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine, which is very valuable because of its organoleptic qualities and its production process. Marsala wine has been gaining for over a century in the Italian and foreign market, but, after a century of fame, it entered a long phase of decline because of inappropriate producers' decisions and new competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus group and factor analysis were car…
Wine Tourism and On-Site Wine Sales
2013
The concept of oenotourism first appeared in the 1980s and was really developed in the 1990s although action relating to this type of tourism and vineyard visits had already begun to take place in several viticultural regions. One dimension of wine tourism is linked with the organisation of trips and the reception of visitors. In this aspect, France became a pioneer when the first Route des Vins was created in 1934 in Burgundy, followed by the Routes des Vins (wine roads) of Alsace and Champagne in 1953. This model was adopted and enhanced in Europe, followed by other great viticultural regions of the world, in particular the United States (Robert Mondavi’s objective was to educate the publ…
Business choices, risk management and distortions in the wine market in the European Union
2020
The objective of this work is to analyze the management of technical and economic risks in agri-food production. It is well established that any business activity is characterized by risks that, if not managed efficiently and effectively, can cause a company’s downward spiral. In this context, the management of a winery requires the adoption of company policies aimed at reducing risk. This study highlights the fact that the wine insurance market is characterized by information asymmetry and adverse selection that contribute to the creation of ‘distorted markets’. The results of the empirical analysis show the collapse of subsidized insurance contracts in viticulture leading to a decrease in…
Adapting marketing strategies: a linguistic analysis of wine advertising in Spain, 1970-2010
2019
The Spanish wine sector has undergone a series of changes in the last decades, particularly due to the decreasing domestic demand and the growing international competence. Consequently, Spanish wineries have had to adapt to this new situation by adopting new marketing policies. The aim of this study is to explore to what extent these new policies have been applied by means of the linguistic analysis and comparison of different types of advertisement in specialized printed media, focusing on the specific frequency of the most used word families in adverts from the 70s to present day. A corpus of 640 adverts has been compiled. We have particularly paid attention to the words that have been us…
Does social climate influence positive eWOM? A study of heavy-users of online communities.
2018
Abstract This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presenc…
Influence of Social Networks from Cellphones to Choose Restaurants, Salinas – 2016
2018
Inclusion of technology as part of business strategies has made consumers have other tools that help them to find information and making consumer decisions. It is here the importance of knowing influence of comments have in social networks in taking decisions of visits to restaurants. For this work, a qualitative method (focal group) was used in the first part and then a quantitative method was used (off line and online survey). The sample for focal group was made up by Equinoctial Technological University’s students in Santa Elena, the same ones belonged to the careers of Finance and Audit (7 students), Business and Business (1 student) and 2 graduates of the Finance and Audit. An experime…
LocalRec 2019 workshop report: The Third ACM SIGSPATIAL Workshop on Location-Based Recommendations, Geosocial Networks and Geoadvertising
2020
The amount of publicly available geo-referenced data has seen a dramatic explosion over the past few years. Many user activities generate data that are annotated with location and contextual information. Furthermore, it has become easier to collect and combine rich and diverse location information. In the context of geoadvertising, the use of geosocial data for targeted marketing is receiving significant attention from a wide spectrum of companies and organizations. With the advent of smartphones and online social networks, a multi-billion dollar industry that utilizes geosocial data for advertising and marketing has emerged. Geotagged social-media posts, GPS traces, data from cellular ante…
Etat de la recherche sur le Supply Chain Management et sa performance : une revue de la littérature récente
2008
L’objet de cet article est d’effectuer une revue de la litterature recente sur le Supply Chain Management (SCM) afin de determiner si oui ou non il existe un consensus sur sa definition et si les d...
Le tourisme en milieu agropastoral en République de Djibouti, entre réinterprétation des grands modèles et trajectoires propres.
2009
Au cours des dernières décennies, le tourisme a connu de profonds bouleversements. Certains effets pervers de cette activité sur les territoires qui l’abritent ont été dénoncés, et dans le même temps diverses alternatives (comme l’écotourisme) sont apparues. Le continent africain fait figure de front pionnier, voire d’initiateur, pour de telles pratiques. Des treks chameliers sahariens aux éco-campements maliens, ces nouvelles façons de voyager se veulent plus éthiques et plus respectueuses des milieux naturels comme des populations d’accueil. La République de Djibouti, Etat en marge de l’espace saharien, apparaît comme une destination alter touristique émergente. A partir de cet exemple, c…