About this document
Uncovering "Theories-In-Use": Building Luxury Wine Brands: Michael Beverland by inesnunes215 is a document available to read on EtoBox.
This document discusses the creation and maintenance of luxury wine brands, highlighting the lack of systematic research in this area despite the prominence of luxury brands. It emphasizes the complex processes involved in building these brands, which include product quality, strong values, and strategic marketing. The study aims to uncover the tacit strategies used by luxury wine marketers and the unique challenges they face in maintaining brand positioning in a competitive market.
- Author
- inesnunes215
- Language
- EN