Status games in Wine industry .pdf

In the case of disruptive innovations this creates a

Info icon This preview shows pages 6–8. Sign up to view the full content.

In the case of disruptive innovations, this creates a leap in value (Kumar, Scheer, and Kotler 2000). Yet, even without disruptive innovation, wine producers deliver novel, unique value based on vision, which builds symbolic capital and creates social in uence. Artists, Magicians, and Wizards Similar to industrial designers or celebrity chefs, winemakers play an important role in value creation for their fi rms. The creation of symbolic capital begins with a vision. If wine is art, winemakers are the visionary artists. One winemaker, Dominic, said, Great wines are as rare as great paintings or great pieces of music. Like music and paintings, consuming wine is an emotional experience. By drinking and sharing wine, consumers 2 Symbolic capital is the degree of recognition, or the prestige, consecration or honour bestowed to an individual or fi rm, whereas cultural capital represents cultural knowledge, competences or dispositions (Randal Johnson, qtd. in Bourdieu 1993, p. 14; see also Holt 1998, p. 3; Bourdieu 1984; Lamont and Lareau 1988; Veblen [1899] 2007). Symbolic capital in Bourdieu s usage is equivalent to Weberian status, whereas cultural capital refers to internalized knowledge, tastes, and dispositions held by the individual. We focus primarily on symbolic capital. 146 / Journal of Marketing, September 2018
Image of page 6

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

join a special community, enhance relationships, and enjoy unique experiences. Consumers describe wine using magical terms and acknowledge its social power. For example, one consumer, Kathy, describes the meaning of wine in social bonding rituals: I just think you can hang on to a glass of wine and have a conversation. Something about it is lingering. It encourages slowness, even over dinner. Comparing wine with cocktails, Kathy went on to say, [With cocktails] it gets weaker and worse. You know, and your ice melts in it, whereas with wine, There s just something different about that. And you know, you have a nice big red wine, and you re sitting with a friend, and you re talking, and you know, the longer you hold it, the better it gets. As something alive rather than decaying, wine has the power to change over the course of an evening, sug- gesting that it lengthens, elevates, and improves the moment for social interaction. As Tom, a winemaker, told us What s in the bottle isn t what people are buying. Wine contains what anthropologists call mana ”— a magical, spiritual substance that contains social power. There is a long history of cultures believing that objects possess magical, religious, or spiritual powers (Mauss [1925] 2000; Weiner 1992). Consumers and producers describe wine in similar, spiritual terms often by describing a wine s connection with a place and possessing qualities inherent in the terroir. Mana links place and people. According to Marcel Mauss ([1925] 2000, p. 33), Whatever it is, food, possessions, women, children or ritual, it retains a magical and religious hold over the recipient. The thing given is not inert. It is alive and often personi fi ed and strives to
Image of page 7
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern