Steinhagen, Sigrun; Darroch, Jenny; Bailey, Bill - In: International Journal of Wine Marketing 10 (1998) 1, pp. 13-24
consequence, marketers face constant challenges when matching supply with demand. While much literature exists on forecasting …, forecasting within the wine industry has not yet been documented. An exploratory study of 11 New Zealand wineries, using in …‐depth semi‐structured personal interviews, was carried out to develop an understanding of the forecasting and planning processes …