The market as mediator: the corporate creation of Portuguese wine
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10451/24904 |
Resumo: | This article focuses on how market analysis professionals aim to materially and symbolically shape a product like wine. More specifically, I deal with tl.re case of the strategy for marketing Portuguese wines in British and North American markets, outlined by an international multinational consulting firm in zoo4. In a market defined by uncertainty, market experts' strategies to turn Portuguese wine into a more effective commodity demanded an adjustment in light of the dominant tendencies that support the wine industry. Before tradition, method, taste, and place, the market should dictate what kind of wines the Portuguese ought to produce. This aim involved a number of articulated levels of specialization and expertise, from the production phase to the symbolic representation that seeks to influence the experience of taste. This imaginary established a dialogue with the lifestyles and social aspirations of selected target markets. At the same time, these promotional efforts are tools that interfere with consumers' perceptions of space, society, and history, as they propose categories that are used to understand and represent the world. |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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The market as mediator: the corporate creation of Portuguese wineWineMarket studiesNational brandingThis article focuses on how market analysis professionals aim to materially and symbolically shape a product like wine. More specifically, I deal with tl.re case of the strategy for marketing Portuguese wines in British and North American markets, outlined by an international multinational consulting firm in zoo4. In a market defined by uncertainty, market experts' strategies to turn Portuguese wine into a more effective commodity demanded an adjustment in light of the dominant tendencies that support the wine industry. Before tradition, method, taste, and place, the market should dictate what kind of wines the Portuguese ought to produce. This aim involved a number of articulated levels of specialization and expertise, from the production phase to the symbolic representation that seeks to influence the experience of taste. This imaginary established a dialogue with the lifestyles and social aspirations of selected target markets. At the same time, these promotional efforts are tools that interfere with consumers' perceptions of space, society, and history, as they propose categories that are used to understand and represent the world.University of California PressRepositório da Universidade de LisboaDomingos, Nuno2017-01-01T01:30:10Z20162016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10451/24904engDomingos, N. (2016). The market as mediator: the corporate creation of Portuguese wine. Gastronomica: The Journal of Food and Culture, 16-3, 31-431529-3262info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-08T16:14:10Zoai:repositorio.ul.pt:10451/24904Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T21:41:57.091768Repositório 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 |
The market as mediator: the corporate creation of Portuguese wine |
title |
The market as mediator: the corporate creation of Portuguese wine |
spellingShingle |
The market as mediator: the corporate creation of Portuguese wine Domingos, Nuno Wine Market studies National branding |
title_short |
The market as mediator: the corporate creation of Portuguese wine |
title_full |
The market as mediator: the corporate creation of Portuguese wine |
title_fullStr |
The market as mediator: the corporate creation of Portuguese wine |
title_full_unstemmed |
The market as mediator: the corporate creation of Portuguese wine |
title_sort |
The market as mediator: the corporate creation of Portuguese wine |
author |
Domingos, Nuno |
author_facet |
Domingos, Nuno |
author_role |
author |
dc.contributor.none.fl_str_mv |
Repositório da Universidade de Lisboa |
dc.contributor.author.fl_str_mv |
Domingos, Nuno |
dc.subject.por.fl_str_mv |
Wine Market studies National branding |
topic |
Wine Market studies National branding |
description |
This article focuses on how market analysis professionals aim to materially and symbolically shape a product like wine. More specifically, I deal with tl.re case of the strategy for marketing Portuguese wines in British and North American markets, outlined by an international multinational consulting firm in zoo4. In a market defined by uncertainty, market experts' strategies to turn Portuguese wine into a more effective commodity demanded an adjustment in light of the dominant tendencies that support the wine industry. Before tradition, method, taste, and place, the market should dictate what kind of wines the Portuguese ought to produce. This aim involved a number of articulated levels of specialization and expertise, from the production phase to the symbolic representation that seeks to influence the experience of taste. This imaginary established a dialogue with the lifestyles and social aspirations of selected target markets. At the same time, these promotional efforts are tools that interfere with consumers' perceptions of space, society, and history, as they propose categories that are used to understand and represent the world. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016 2016-01-01T00:00:00Z 2017-01-01T01:30:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10451/24904 |
url |
http://hdl.handle.net/10451/24904 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Domingos, N. (2016). The market as mediator: the corporate creation of Portuguese wine. Gastronomica: The Journal of Food and Culture, 16-3, 31-43 1529-3262 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
University of California Press |
publisher.none.fl_str_mv |
University of California Press |
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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1799134332544090112 |