Consumption Culture in Europe: Insight into the Beverage Industry: Insight into the Beverage Industry

Santos, Carmen R.

Jan 2013 · IGI Global

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Although studies indicate the assumption of one single European market, other research emphasizes European countries have distinct market identities. Meanwhile, as individual countries begin to have a more widespread understanding of culture, global culture still remains unshared between countries.

Consumption Culture in Europe: Insight into the Beverage Industry brings the most relevant theories about culture and European market segmentation as well as providing updated data for the evaluation and analyses of the European consumption patterns in the beverage market. This comprehensive collection is an essential tool for policy-makers and those interested in end-markets and consumer affairs.

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Dr. Carmen Rodríguez Santos is a member of staff of the Department of Marketing at the University of León in Spain. She is also a Visiting Professor at several well-known institutions in France and Germany. She is the Central Co-ordinator of the Consumer Behaviour Erasmus Network (COBEREN), leading 38 research teams from 30 countries. The aim of this network is to gather information and undertake in-depth analyses of European Consumers in various sectors of the economy. She is Country Director of the EuroMed Research Institute, and Country Co-ordinator for the European Master in Business Studies (EMBS). Her teaching and research activities include consumer behaviour, advertising and international market research. She has published a range of items in prestigious Spanish and international journals. Her experience in leading projects in Spain and elsewhere is widely acknowledged. She also works as consultant for a number of firms.

Stéphane Ganassali was born in 1967. He’s a Professor of Marketing at the University of Savoie in France. He’s the central coordinator of the European Master in Business Studies - a joint program developed by four partner Universities. He’s an expert in survey methodologies. He has written a book and many academic articles on the topic. He’s also a scientific advisor for the Sphinx software company.

Francesco Casarin is a Full Professor of Marketing in the Department of Management, Ca’ Foscari University of Venice (Italy). He is co-editor of Mercati & Competitività, the official academic journal of the Italian Marketing Society. He serves as Director of the Masters’ Programme in Management of Cultural and Artistic Activities, offered by Ca’Foscari - ESCP Europe (Venice-Paris specialized masters’ Programme). He is also co-founder of the M.A.C.Lab Management of Culture Laboratory. He has held previous teaching positions at the University of Padua. Since 1989 his research activity has included mainly consumer behaviour, and marketing for tourism products and cultural products. Currently he focuses on destination marketing, cultural marketing and communication, sponsorship programs evaluation, elders consumer behaviour. He is author of several books and many articles about marketing subjects.

Pirjo Laaksonen is a Professor of Marketing at the University of Vaasa, Finland. Her main research interests cover the meaning(s) of consumption and consumer goods, involvement, shopping, purchasing behaviour, and the contexts of consumption. Her recent research has focused on the meanings of responsibility and its different manifestations in consumption actions. She has published in International Journal of Research in Marketing, Psychology & Marketing, Journal of Product and Brand Management, and International Journal of Management Cases, and others. Laaksonen is an active participant in consumer-related discussion forums in Finland and one of the originators of Finnish Association of Consumer Research.

Hans Ruediger Kaufmann completed his sponsored PhD in 1997 and was as research assistant and then lecturer (p-t) at Manchester Metropolitan University After extensive experience in German Bank Management. Later, he worked in Budapest, first as Course Director Marketing for the Chartered Institute of Marketing and then as an Assistant Professor in Marketing at the International Management Centre Budapest as well as a contractual consultant. At the University of Applied Sciences Liechtenstein he was Academic Director Private Banking and, later, Head of the Competence Centre International Management. Since October 2006 he is an Associate Professor at the University of Nicosia. He has been a launching member and President (2007-2009) of the international research network on consumer behaviour, CIRCLE. He is currently Vice-President of the EuroMed Research Business Institute (EMBRI). He is member of the editorial board of a variety of journals and an Associate Editor of the World Review of Entrepreneurship, Management and Sustainable Development. [Editor]