Chilean wine in the european market. A positioning mapping approach from Germany

Chilean wine in the european market. A positioning mapping approach from Germany

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Current wine marketing requires a rethinking of business strategy in order to increase the current market share and international prestige. This paper provides a comparative diagnosis of the positioning of Chilean wine in the European market, focusing on the case of Germany. The working methodology...

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Bibliographic Details
Main Authors: Jose Diaz Osorio, Rodrigo Valdes, Nicole Hernandez
Format: Article
Language:English
Published: Facultad de Ciencias Agrarias. Universidad Nacional de Cuyo 2015-06-01
Series:Revista de la Facultad de Ciencias Agrarias
Subjects:
market strategy
positioning
competitiveness
Chilean wine
Germany
Online Access:https://revistas.uncu.edu.ar/ojs3/index.php/RFCA/article/view/3279

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