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IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Orals - Economy and law 9 Evidence of successful wine business strategies: customer acquisition, value or retention?

Evidence of successful wine business strategies: customer acquisition, value or retention?

Abstract

This presentation illustrates a series of successful wine businesses, which have managed to counter the downward trend impacting the global industry. How these businesses have been successful is explained through the planning and execution of strategies that focused on a clear and consistent aim in attracting new consumers. These cases add weight to the ehrenbergian position that for a business to be successful it must target new customers as a priority over alternative options like increasing value or improving customer retention. 

Preuve de stratégies commerciales réussies dans le secteur du vin : acquisition, valeur ou fidélisation des clients ?

Cette présentation montre une série d’entreprises viticoles, qui ont réussi à contrer la tendance à la baisse qui touche l’industrie mondiale. Le succès de ces entreprises s’explique par la planification et l’exécution de stratégies axées sur un objectif clair et cohérent consistant à attirer de nouveaux consommateurs. Ces cas ajoutent du poids à la position ehrenbergienne selon laquelle pour qu’une entreprise réussisse, elle doit cibler de nouveaux clients en priorité plutôt que des options alternatives telles que l’augmentation de la valeur ou l’amélioration de la fidélisation de la clientèle.

Evidencia de estrategias comerciales exitosas del vino: ¿adquisición, valor o retención de clientes?

Esta presentación ilustra una serie de negocios vitivinícolas exitosos, que han logrado contrarrestar la tendencia a la baja que afecta a la industria global. El éxito de estos negocios se explica a través de la planificación y ejecución de estrategias que se centraron en un objetivo claro y consistente de atraer nuevos consumidores. Estos casos añaden peso a la posición de ehrenberg de que para que una empresa tenga éxito debe dirigirse a nuevos clientes como prioridad sobre opciones alternativas como aumentar el valor o mejorar la retención de clientes.

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DOI:

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Damien Wilson¹

¹ Wine Business Institute, Sonoma State University, 1801 E Cotati Ave, Rohnert Park, CA, United States of America

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Tags

Full papers OIV 2024 | IVES Conference Series | OIV | OIV 2024

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