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Purpose – The purpose of this study is to examine, through the lens of entrepreneurial marketing theory, everyday business practices of small-scale winemakers in a challenging small wine region in the USA. Design/methodology/approach – In-depth interviews and participant observations were...
Purpose – The purpose of this empirical research is to identify the distinguishing operating characteristics of wineries that use what is alleged to be the most profitable channel of distribution for marketing wine in the USA: the wine club. Design/methodology/approach – The research design...
Purpose – The purpose of this study is to measure the product involvement of wine buyers and to examine relationships with anticipated consumption situations, places and occasions combined with the buyer’s importance of various extrinsic product attributes. Design/methodology/approach – A survey...
Purpose – The purpose of this paper is to examine fine wine’s safe-haven status with respect to US equity movements. Design/methodology/approach – We use a generalized autoregressive conditional heteroscedasticity model and its variant to measure the asymmetric reaction to positive and negative...
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