Wine: Achieving Competitive Advantage Through Design
- 1 January 1994
- journal article
- Published by Emerald Publishing in International Journal of Wine Marketing
- Vol. 6 (1) , 49-61
- https://doi.org/10.1108/eb008626
Abstract
Considers the role of design as a marketing tool for the wine industry. The meaning of design and its relationship to marketing is defined then explored from a number of perspectives to demonstrate its relevance to modern wine making techniques. Examines the possibilities for a design led approach to wine making using case material from an English Winery. Concludes that design offers real opportunities in wine making as a means for developing effective marketing strategies.Keywords
This publication has 3 references indexed in Scilit:
- Competitive by designJournal of Marketing Management, 1988
- The designer as ‘gatekeeper’ in manufacturing industryDesign Studies, 1985
- DESIGN: A POWERFUL BUT NEGLECTED STRATEGIC TOOLJournal of Business Strategy, 1984