| Popis: |
Understanding consumers is a key issue for a successful strategy. This chapter explores how wineries employ marketing and consumer insights in strategy making. We have observed 10 Italian wineries that, according to their features, can be considered as representative of country wine production. After having carried a qualitative survey—to outline how firms explore consumers’ need—we have focused on how wineries employ collected information when planning their marketing strategy. The chapter provides suggestions to wineries, and it explores the inner motivations that limit or foster the implementation of consumer science for the collection of information that can support strategic planning. |
