How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/104576 |
Resumo: | Thereduced exposure of the Portuguese wines to international markets leads consumers to choose brands from countries associated with more sophistication and social status. This thesisexplores howthesebrands evolve towards a luxury status-based positioningto improve the wine regionimage, internationally. The research involved the analysis ofthree Alentejo winery corporate brands and further validation ofsix inferred propositions. We conclude that establishing a global luxury identity mainly requires corporate brands to elevate their top-level brands from premium to luxury, which constitutes a long-term strategy.Consequently, the regional brand is unable to achieve a luxury positioningyet. This work project was developed in group together with Teresa Baptista, 24127. Therefore Chapter 2, until 2.7, corresponding to the market analysis and review of the literature, was written in common, while the approach to the problem was written separately but based on the same information. |
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How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioningLuxuryAlentejoWine industryRegional brandDomínio/Área Científica::Ciências Sociais::Economia e GestãoThereduced exposure of the Portuguese wines to international markets leads consumers to choose brands from countries associated with more sophistication and social status. This thesisexplores howthesebrands evolve towards a luxury status-based positioningto improve the wine regionimage, internationally. The research involved the analysis ofthree Alentejo winery corporate brands and further validation ofsix inferred propositions. We conclude that establishing a global luxury identity mainly requires corporate brands to elevate their top-level brands from premium to luxury, which constitutes a long-term strategy.Consequently, the regional brand is unable to achieve a luxury positioningyet. This work project was developed in group together with Teresa Baptista, 24127. Therefore Chapter 2, until 2.7, corresponding to the market analysis and review of the literature, was written in common, while the approach to the problem was written separately but based on the same information.Silveira, Catherine daLarraufie, Anne-FloreRUNPedrosa, Rita Maria Murteira2023-01-16T01:31:07Z2020-01-162020-01-032020-01-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/104576TID:202493040enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:50:07Zoai:run.unl.pt:10362/104576Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:17.158422Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
title |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
spellingShingle |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning Pedrosa, Rita Maria Murteira Luxury Alentejo Wine industry Regional brand Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
title_full |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
title_fullStr |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
title_full_unstemmed |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
title_sort |
How to lead the wine region of Alentejo towards a luxury positioning in the foreign market? Analysis of the dynamics to push an Alentejo winery corporate brand towrads a luxury positioning |
author |
Pedrosa, Rita Maria Murteira |
author_facet |
Pedrosa, Rita Maria Murteira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silveira, Catherine da Larraufie, Anne-Flore RUN |
dc.contributor.author.fl_str_mv |
Pedrosa, Rita Maria Murteira |
dc.subject.por.fl_str_mv |
Luxury Alentejo Wine industry Regional brand Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Luxury Alentejo Wine industry Regional brand Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Thereduced exposure of the Portuguese wines to international markets leads consumers to choose brands from countries associated with more sophistication and social status. This thesisexplores howthesebrands evolve towards a luxury status-based positioningto improve the wine regionimage, internationally. The research involved the analysis ofthree Alentejo winery corporate brands and further validation ofsix inferred propositions. We conclude that establishing a global luxury identity mainly requires corporate brands to elevate their top-level brands from premium to luxury, which constitutes a long-term strategy.Consequently, the regional brand is unable to achieve a luxury positioningyet. This work project was developed in group together with Teresa Baptista, 24127. Therefore Chapter 2, until 2.7, corresponding to the market analysis and review of the literature, was written in common, while the approach to the problem was written separately but based on the same information. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-01-16 2020-01-03 2020-01-16T00:00:00Z 2023-01-16T01:31:07Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/104576 TID:202493040 |
url |
http://hdl.handle.net/10362/104576 |
identifier_str_mv |
TID:202493040 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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