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.
General
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