Case Studies in the Wine Industry

Cristina Santini · Alessio Cavicchi

Kas 2018 · Woodhead Publishing

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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. - 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

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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.