Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Internationalizing a young Spanish winery: Theoretical and empirical frameworks for a successful marketing analysis: Case Study, Winery “Bodegas Ribera de Pelazas”
KTH, Skolan för industriell teknik och management (ITM), Industriell ekonomi och organisation (Inst.), Entreprenörskap och Innovation.
2016 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Few different goods or beverages are as particular as wine in History of humanity, even being the main symbol of luxury and status from days of Rome. Its particular intoxicating effects together its complex and long-term elaboration makes wine one of the biggest attractions for food and beverages lovers.Unfortunately, being one of the most famous beverages in History does not provide wine to be a competitive good without proper commercial strategies. Due the big local offer and costs reduction, markets are saturated and the competitiveness versus other wines and other kind of drinks make more difficult to survive in a diverse and constantly evolving sector. Therefore, internationalization and marketing strategies become the key of success for small and medium size wineries to survive in this business ecosystem.The following thesis explores different marketing strategies developed on different wine markets, taking a small Spanish winery as a case study. In order to give an insight of the current strategies carried out by the company, the author interviews the main direction of the winery and analyse the data collected versus the theoretical framework developed. In addition, two other interviews on different levels of the wine market will be added to reinforce the empirical framework: from a wine import company and form a public institution for the promotion of the Spanish companies.

sted, utgiver, år, opplag, sider
2016. , s. 46
Emneord [en]
Wine, Marketing strategies, Winery, Wine Market, Internationalization, Consumer Behavior, Purchasing Decision
HSV kategori
Identifikatorer
URN: urn:nbn:se:kth:diva-188945OAI: oai:DiVA.org:kth-188945DiVA, id: diva2:941708
Fag / kurs
Entrepreneurship and Innovation Management
Utdanningsprogram
Master of Science - Entrepreneurship and Innovation Management
Presentation
2016-05-26, Stockholm, 18:51 (engelsk)
Veileder
Examiner
Tilgjengelig fra: 2016-06-30 Laget: 2016-06-22 Sist oppdatert: 2016-06-30bibliografisk kontrollert

Open Access i DiVA

fulltext(1328 kB)675 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1328 kBChecksum SHA-512
82382880e3b9f6543416a79103b60b54022c3a68b04aebef9c3ebd2734c0338385a64822e2158dc4e9265873865c7a930299be94449ae09a78d4162d7263a0a7
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 675 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 781 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf