Status games in Wine industry .pdf

We analyzed interview text using a hermeneutical

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We analyzed interview text using a hermeneutical approach (Thompson, Locander, and Pollio 1989). We used open and axial coding to code the interviews and fi eld notes (Corbin and Strauss 1994), developing themes within and across interviews. After interpreting consumer and producer interviews separately, we analyzed commonalities and differences between the data sets. In the following section, we discuss each actor in the system- producers, winemakers, distributors/retailers, critics, and the press to understand how fi rms build status to drive the market. The Dream and the Vision We begin with producers. Previous research indicates that market-driven fi rms agree on the importance of customers (e.g., Deshpand´e and Farley 1998; Kohli and Jaworski 1990; Narver and Slater 1990). For many fi rms, the customer is king and, as such, determines fi rm success or failure. In the wine industry, however, market-driving fi rms view consumers very differently. Firms see customers as lacking an understanding of wine, having limited expertise, and holding inconsistent, dif fi cult-to-predict preferences. Some people within the in- dustry feel even more strongly; for example, Tom, an American TABLE 1 Wine Producers, Retailers, Distributors, and Critics Name Approximate Age (Years) Gender Education Job Years Experience Location Paulette 60 F BA Tasting room guide 20 West Coast Monica 38 F BA Marketing/sales 15 West Coast Mike 60 M BA Marketing executive 35 West Coast Katie 30 F BA Marketing/sales 10 West Coast Tom 40 M MS Winemaker 15 West Coast Hugh 58 M BA Owner 35 West Coast Anna 24 F BA Tasting room guide 4 West Coast Vijay 35 M BA Marketing/sales 11 West Coast Robert 58 M JD Owner 40 West Coast Rachel 37 F MBA Marketing/sales 15 West Coast Ed 45 M MBA Marketing 15 West Coast Phil 45 M BA Sales 20 West Coast Barbara 65 F MBA Chief Marketing Of fi cer 20 West Coast John 55 M MBA Marketing executive 25 West Coast Aron 40 M MBA Marketing 10 West Coast Chris 45 M BA Critic 20 East Coast Theresa 55 F MA Critic 30 France/East Coast Avery 65 F BA CEO 40 West Coast Yves 50 M BA Winemaker 25 France/West Coast Kristin 45 F BA Winemaker 20 West Coast Angela 40 F MBA Executive 15 West Coast Clark 65 M BA Owner 40 West Coast Dominic 65 M BA Winemaker 40 France/West Coast Alain 60 M BA Executive 25 West Coast Lorenzo 35 M BA Executive 10 Italy Hubert 40 M BA Winemaker 20 West Coast Richard 45 M MBA Owner 15 West Coast Notes: BA = Bachelor of Arts degree; MA = Master of Arts degree; MBA = Master of Business Administration degree; MS = Master of Science degree; JD = Juris Doctor (i.e., law) degree. 144 / Journal of Marketing, September 2018
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winemaker, stated that consumers don t respect the prod- uct ... don t understand wine ... don t care. I don t think consumers are very knowledgeable. A wine executive expressed a similar sentiment: People don t know what they re drinking, basically. When we get feedback, people will go, Oh, I love your big, buttery, oaky chardonnay. I go, We don t make that. And they go, Oh, no, that s why I like your wine. And you just go, am I
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