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Tackling the Challenge of Western Markets The Case of Tokaj, Hungary

Tackling the Challenge of Western Markets The Case of Tokaj, Hungary The Hungarian wine industry is in a state of transition. Old methods and practices are being abandoned and new techniques are arriving from the West. Tokaj, one of the world's oldest and most famous sweet wineproducing regions, is at the cutting edge of such developments. Examines the obstacles to be overcome in making a successful transition to the new marketing realities, surveying the approaches and progress made in Tokaj. Argues that there are three integral steps required in the formation of a competitive industry reorganization of ownership viticultural and oenological modernization and Western methods of marketing. The impetus for such changes must come not only from within Tokaj, but also from collaboration with Western foreign investors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Tackling the Challenge of Western Markets The Case of Tokaj, Hungary

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008599
Publisher site
See Article on Publisher Site

Abstract

The Hungarian wine industry is in a state of transition. Old methods and practices are being abandoned and new techniques are arriving from the West. Tokaj, one of the world's oldest and most famous sweet wineproducing regions, is at the cutting edge of such developments. Examines the obstacles to be overcome in making a successful transition to the new marketing realities, surveying the approaches and progress made in Tokaj. Argues that there are three integral steps required in the formation of a competitive industry reorganization of ownership viticultural and oenological modernization and Western methods of marketing. The impetus for such changes must come not only from within Tokaj, but also from collaboration with Western foreign investors.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Feb 1, 1992

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