How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?

Detalhes bibliográficos
Autor(a) principal: Baptista, Teresa Maria Nunes
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/10362/107440
Resumo: This study explores if the development of the Alentejo regional wine brand is a viable approach for the region to achieve a luxury positioning internationally. The literature review established the concept of luxury, country of origin and regional branding, from which we were able to infer research questions. Exploratory qualitative interviews were conducted with producers and organizations (N=11). We conclude that currently,the region is unable to achieve a luxury positioning via this approach. Nonetheless, the regional brand can reach a premium positioning, which is an important advancement to reach a luxury positioning in the long-term.
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spelling How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?Regional brandAlentejoWine industryLuxuryDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study explores if the development of the Alentejo regional wine brand is a viable approach for the region to achieve a luxury positioning internationally. The literature review established the concept of luxury, country of origin and regional branding, from which we were able to infer research questions. Exploratory qualitative interviews were conducted with producers and organizations (N=11). We conclude that currently,the region is unable to achieve a luxury positioning via this approach. Nonetheless, the regional brand can reach a premium positioning, which is an important advancement to reach a luxury positioning in the long-term.Silveira, Catherine daLarraufie, Anne-FloreRUNBaptista, Teresa Maria Nunes2023-01-03T01:30:39Z2020-01-162020-01-032020-01-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/107440TID:202502880enginfo: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:RCAAP2024-03-11T04:52:10Zoai:run.unl.pt:10362/107440Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:58.832547Repositório 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 foreign markets? Is the development of the regional wine brand a viable approach?
title How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
spellingShingle How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
Baptista, Teresa Maria Nunes
Regional brand
Alentejo
Wine industry
Luxury
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
title_full How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
title_fullStr How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
title_full_unstemmed How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
title_sort How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?
author Baptista, Teresa Maria Nunes
author_facet Baptista, Teresa Maria Nunes
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Larraufie, Anne-Flore
RUN
dc.contributor.author.fl_str_mv Baptista, Teresa Maria Nunes
dc.subject.por.fl_str_mv Regional brand
Alentejo
Wine industry
Luxury
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Regional brand
Alentejo
Wine industry
Luxury
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This study explores if the development of the Alentejo regional wine brand is a viable approach for the region to achieve a luxury positioning internationally. The literature review established the concept of luxury, country of origin and regional branding, from which we were able to infer research questions. Exploratory qualitative interviews were conducted with producers and organizations (N=11). We conclude that currently,the region is unable to achieve a luxury positioning via this approach. Nonetheless, the regional brand can reach a premium positioning, which is an important advancement to reach a luxury positioning in the long-term.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-16
2020-01-03
2020-01-16T00:00:00Z
2023-01-03T01:30:39Z
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/10362/107440
TID:202502880
url http://hdl.handle.net/10362/107440
identifier_str_mv TID:202502880
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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