The “right” wine taster: Identifying individuals high in emergent nature to develop new market-oriented products
ISSN: 0007-070X
Article publication date: 7 January 2019
Issue publication date: 17 May 2019
Abstract
Purpose
The theory of emergent nature argues that the “right” people have a unique ability to imagine and envision how products might be developed so that they can be successful in the marketplace. The purpose of this paper is to apply this theory to the wine market to evaluate the ability of wine tasters with the “right” profile (i.e. high in emergent nature) to identify benefits applicable to the development of a new wine.
Design/methodology/approach
Two sequential studies were performed to collect data: a qualitative study of a sample of 44 professional wine tasters to identify the “right” profile and a quantitative study, with a sample of 1,126 consumers, to assess the value of the benefits proposed by the wine tasters in terms of purchase intention. The validation of the measurement model was carried out using the variance-based partial least squares (PLS) technique.
Findings
Two types of wine tasters were identified, normal and “right”. The “right” wine tasters were more and better able to develop arguments for the innovation and market orientation of the wine.
Practical implications
In the context of the wine market, identifying expert wine tasters with the “right” profile is a strategic option to improve innovation and market orientation in the development of commercially viable wines.
Originality/value
This pioneering research validates, in the wine market, a proven methodology used in other markets, which makes it possible to identify expert wine tasters high in emergent nature. These “right” expert tasters identify benefits that can have a decisive effect on purchase intention.
Keywords
Acknowledgements
The four co-authors have participated in all stages of work, including the conception and design of the research, the revision of intellectual content, and drafting the work.
Citation
Juaneda-Ayensa, E., Olarte-Pascual, C., Reinares-Lara, E. and Reinares-Lara, P. (2019), "The “right” wine taster: Identifying individuals high in emergent nature to develop new market-oriented products", British Food Journal, Vol. 121 No. 3, pp. 675-696. https://doi.org/10.1108/BFJ-05-2018-0303
Publisher
:Emerald Publishing Limited
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