The secrets of secret societies: The case of wine
2015 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068Article in journal (Refereed) Published
Secret societies have intrigued humanity since earliest times. In this article we explore secret societies in the context of wine and how these institutions might be insightful in formulating marketing strategies. We contrast the characteristics of secret societies with those of existing secret wine societies such as The Wine Society and La Confrérie. Yet while some of these functions and characteristics transfer well, many ’secret’ wine societies aren’t actually that secret. Some of the characteristics of secret societies are also found in consumer brand communities. Armed with this knowledge, wine marketers can exploit the characteristics of secret societies to target market segments with precision and to gain the benefits of focused distribution opportunities.
Place, publisher, year, edition, pages
Social Anthropology Business Administration
IdentifiersURN: urn:nbn:se:kth:diva-174664DOI: 10.1016/j.bushor.2015.07.002ScopusID: 2-s2.0-84960074783OAI: oai:DiVA.org:kth-174664DiVA: diva2:871526
QC 201511162015-11-162015-10-072016-05-18Bibliographically approved