Introduction: Issues, Objectives, and Method

Pierre Mora
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Pierre Mora: KEDGE Business School

Chapter 1 in Wine Positioning, 2016, pp 1-14 from Springer

Abstract: Abstract Throughout time, the act of producing and selling wines has alternated between a passion and a struggle. It takes passion to elevate the excellent assets supplied by nature and then through techniques invented by humans protect the quality and ensure the quantity. But it is also been a struggle since ancient times for winemakers to fight for, identify, protect, and develop their wine-growing areas, especially to ensure outlets close to their vineyards and also at the other side of the world.

Keywords: Family Business; Customer Relationship Management; Wine Production; Wine Industry; Brand Orientation (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-24481-5_1

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DOI: 10.1007/978-3-319-24481-5_1

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