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The secrets of secret societies: The case of wine
Division of Industrial Marketing, KTH Royal Institute of Technology.
Segal Graduate School of Business, Simon Fraser University, Beedie School of Business Simon Fraser University, Vancouver.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5899-4747
Number of Authors: 32015 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068, Vol. 58, no 6, p. 651-658Article in journal (Refereed) Published
Abstract [en]

Secret societies have intrigued humanity since earliest times. In this article we explore secret societies in the context of wine and how these institutions might be insightful in formulating marketing strategies. We contrast the characteristics of secret societies with those of existing secret wine societies such as The Wine Society and La Confrérie. Yet while some of these functions and characteristics transfer well, many ‘secret’ wine societies aren’t actually that secret. Some of the characteristics of secret societies are also found in consumer brand communities. Armed with this knowledge, wine marketers can exploit the characteristics of secret societies to target market segments with precision and to gain the benefits of focused distribution opportunities.

Place, publisher, year, edition, pages
2015. Vol. 58, no 6, p. 651-658
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-7747DOI: 10.1016/j.bushor.2015.07.002ISI: 000364608800009Scopus ID: 2-s2.0-84983184595Local ID: 629038c6-ae48-4103-913e-150a84af4b31OAI: oai:DiVA.org:ltu-7747DiVA, id: diva2:980637
Note

Validerad; 2015; Nivå 2; Bibliografisk uppgift: Special Issue: The Magic of Secrets; 20151110 (andbra)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-08-16Bibliographically approved

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Wallström, Åsa

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf