The purpose of this paper is to describe the implementation of a category management tool known as Category Optimizer™ at Foster's Wine Estates Americas for one of its brands, the Beringer California Collection. Foster's was facing a common management problem: harnessing its portfolio of...

Purpose: Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary...