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The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach

Han Lin & Ernesto Tavoletti

Journal Transition Studies Review2013https://doi.org/10.1007/s11300-013-0273-7article
ABDC C
Weight
0.45

What the paper says

Italian wine is well known all around the world for its long history, nice taste and outstanding quality. However, when trying to enter the Chinese market, Italian wine producers do not obtain the proper market share or high reputation that they deserve. Based on empirical research, this article will provide explanation on the reasons behind this phenomenon. The authors argue that a ‘mainstreaming process’ marketing strategy should be adopted by Italian wine brands when facing competition from both domestic and other foreign wine producers in China.

8 citations

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Cite this paper

https://doi.org/https://doi.org/10.1007/s11300-013-0273-7

Or copy a formatted citation

@article{han2013,
  title        = {{The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach}},
  author       = {Han Lin & Ernesto Tavoletti},
  journal      = {Journal Transition Studies Review},
  year         = {2013},
  doi          = {https://doi.org/https://doi.org/10.1007/s11300-013-0273-7},
}

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The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach

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Evidence weight

0.45

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.27 × 0.4 = 0.11
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.