Romero-Gómez, Exequiel; Ferro, Gustavo - In: International Journal of Wine Business Research 32 (2020) 4, pp. 523-536
Purpose: This study aims to verify how the product-relevant market for wines should be defined. To do so, the authors apply an empirical methodology to determine the levels of substitution among wine-categories, identifying each relevant market in Argentina. Design/methodology/approach: The...