Italian wine is well known all around the world for its long history, nice taste and outstanding quality. However, when trying to enter the Chinese market, Italian wine producers do not obtain the proper market share or high reputation that they deserve. Based on empirical research, this article will provide explanation on the reasons behind this phenomenon. The authors argue that a ‘mainstreaming process’ marketing strategy should be adopted by Italian wine brands when facing competition from both domestic and other foreign wine producers in China.

The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach

TAVOLETTI, ERNESTO
2013-01-01

Abstract

Italian wine is well known all around the world for its long history, nice taste and outstanding quality. However, when trying to enter the Chinese market, Italian wine producers do not obtain the proper market share or high reputation that they deserve. Based on empirical research, this article will provide explanation on the reasons behind this phenomenon. The authors argue that a ‘mainstreaming process’ marketing strategy should be adopted by Italian wine brands when facing competition from both domestic and other foreign wine producers in China.
2013
-SPRINGER, VAN GODEWIJCKSTRAAT 30, DORDRECHT, NETHERLANDS, 3311 GZ -Kluwer Academic Publishers:Journals Department, PO Box 322, 3300 AH Dordrecht Netherlands:011 31 78 6576050, EMAIL: frontoffice@wkap.nl, kluweronline@wkap.nl, INTERNET: http://www.kluwerlaw.com, Fax: 011 31 78 6576254
Internazionale
File in questo prodotto:
File Dimensione Formato  
10.1007_s11300-013-0273-7.pdf

accesso aperto

Tipologia: Documento in post-print (versione successiva alla peer review e accettata per la pubblicazione)
Licenza: DRM non definito
Dimensione 396.61 kB
Formato Adobe PDF
396.61 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11393/168619
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 8
  • ???jsp.display-item.citation.isi??? ND
social impact