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International segmentation: towards a third path between global and national
Bertrand Belvaux and Nathalie Guibert, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 111-127
This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions.
This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions. In order to facilitate the choice of an appropriate path, we suggest comparing the international segmentation to the country-based segmentation by using the eta-squared test. Then, if needed, in order to bring out the underlying logics of product consumption in various countries, we suggest comparing the correlations between consumer motivations and product attributes (based on Means–End Chains theory) among the target countries. We provide evidence of the effectiveness of these techniques in the case of an international study of the wine market in China, Chile and France, and conclude with a research agenda.
Pragmatism at light speed at light cost
Oliver Horn and Sandrine Monnier-McClure, ESOMAR, Qualitative Research, Cannes, November 2004
This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom.
This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom. It takes readers through the project journey from the emergence of issue client side to the final implementation of the results. It further uncovers that when time and budgets are constraining, insights can still be uncovered through maximum client involvement.
Integrated Marketing Communications in the Australian and New Zealand Wine Industry
James Wilson, Kari Skrip, Mike Ratcliffe, T Johnson and Mike Reid, International Journal of Advertising, Vol. 20, No. 2, 2001
Integrated marketing communications and the management of brands is a vital area for research in many industries.
Integrated marketing communications and the management of brands is a vital area for research in many industries. The global wine industry is facing significant changes including: retail concentration; proliferation of brands and labels; fragmenting consumer markets; and over-production. Improving the planning, implementation and integration of marketing communications activities is essential for the survival of brands and companies operating under these conditions. This research reports on findings into marketing communications integration in the context of the Australian and New Zealand wine industries. The research employs Duncan and Moriarty's (1997) abbreviated Integrated Marketing Audit to examine key communications issues and demonstrates that a higher level of integration is associated with better brand-related performance.
The renaissance of Chateau Lagrange: how Suntory rebuilt the value of a classified growth winery in Bordeaux
Seiichi Nagata, ESOMAR, The Global Future, Lisbon, July 1997
This paper describes how Suntory restored the international reputation and brand value of the French wine estate Château Lagrange by completely restructuring the estate.
This paper describes how Suntory restored the international reputation and brand value of the French wine estate Château Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local people and the Bordeaux wine community, and how Suntory's corporate philosophy lies at the heart of the Château Lagrange success story. It also demonstrates how the lessons learned at Château Lagrange have benefited Suntory in other projects internationally.
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