Darryl J Mitry1,2, David E Smith2,3, Per V Jenster3,41Norwich University, Graduate School Faculty, Northfield, VT, USA; 2National University, San Diego, California, USA; 3Copenhagen Business School, Copenhagen, Denmark; 4China Europe International Business School, Shanghai, People’s Republic of...

Nelson Barber, Janis DonovanWhittemore School of Business, University of New Hampshire, Durham, NH, USAAbstract: The wine industry has considered product quality as the benchmark driving ­competitiveness, with wine quality the target standard. This focus on quality exposes producers to intense...