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The wine business is highly competitive: companies should not only improve their global performance, but they should also introduce innovation, and they should be capable of understanding changes in the market and consumer needs. Typical traits of a wine can represent a strategic leverage that can ensure differentiation among competitors. Therefore, it can be hard for a company defining objectively what is typical. This chapter explores this problem, and it presents the case of a winery based in the Marche Region (central Italy), who has employed sensory analysis and consumer science tools for defining the typical features of their wines and for building a marketing strategy. |
