Managing the wine business: research issues and cases

This book is about marketing wine and managing a wine business, especially in an Italian context. At its essence, managing a wine business successfully is about figuring out how to do a superior job of satisfying customers. Clearly, the authors of this book take this customer-centric perspective seriously, and satisfy the needs of a variety of potential readers. Nine chapters cover a variety of topics of interest to practitioners, academics, and students including industry profiles, varietal-specific challenges, place-based identity, ownership succession, business relationship issues, buyer behavior insights, market segmentation, managing scandals, and market channels. Each chapter is written as a stand-alone section comprised of a short introduction to context and relevant concepts, one or several exemplary cases or empirical studies, and a summary of what can be learned for management and future research.