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Books > Business & Economics > Industry & industrial studies > Primary industries > Agriculture & related industries
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Wine Markets - Genres and Identities (Hardcover)
Loot Price: R2,776
Discovery Miles 27 760
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Wine Markets - Genres and Identities (Hardcover)
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The world of wine encompasses endless variety. Consumers want to
understand what makes one bottle of wine different from another;
vintners need to know how to communicate what makes their product
distinctive. Drawing on a decade of fieldwork in Italy and France
as well as interviews with critics and analysis of market data,
Giacomo Negro, Michael T. Hannan, and Susan Olzak provide an
unprecedented sociological account of the dynamics of wine markets.
They demonstrate how the concepts of genre and collective identity
illuminate producers' choices, whether they are selling traditional
or nonconventional wines. Winemakers face a fundamental choice:
produce an existing style and develop an identity as a proponent of
tradition or embrace foreign, new, or emerging categories and be
seen as an innovator. To explain this dilemma, Negro, Hannan, and
Olzak develop the notion of wine genres, or shared understandings
among producers and the public. Genres emerge through the social
structure of production, including factors such as group
solidarity, social cohesion, and collective action, and become key
reference points for critics and consumers. Wine Markets features
case studies of the creation of a modern wine genre and a
countermovement against modernism in Piedmont, the failure of
producers of Brunello di Montalcino in Tuscany to define a clear
collective identity, and the emergence of the biodynamic wine
movement in Alsace. This book not only offers keen sociological
insight into the wine world but also sheds new light on the logic
of markets and organizations more broadly.
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