Year: 2024
Type: conference-paper
Abstract: This presentation illustrates a series of successful wine businesses, which have managed to counter the downward trend impacting the global industry. How these businesses have been successful is explained through the planning and execution of strategies that focused on a clear and consistent aim in attracting new consumers. These cases add weight to the ehrenbergian position that for a business to be successful it must target new customers as a priority over alternative options like increasing value or improving customer retention.
DOI: 10.58233/sadnmihp
Language: English
Topic: Wine Industry and Tourism
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4407624270