Barber, Nelson; Taylor, D. Christopher; Deale, Cynthia S. - In: International Journal of Revenue Management 4 (2010) 3/4, pp. 215-237
The wine industry considered product quality as key to increasing competitiveness. However, when wines are perceived quality neutral, regardless of other existing differences, consumers will substitute one wine for another exposing producer to intense price competition. To differentiate wines, a...
