Steve Castaldi, Dennis Fritz and Ron Schaeffer
This paper explores the capability of electroless copper deposition plus acid copper electroplating to metallize high aspect ratio microvias.
Abstract
This paper explores the capability of electroless copper deposition plus acid copper electroplating to metallize high aspect ratio microvias.
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Liz Thach, Steve Charters and Laurence Cogan-Marie
The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or…
Abstract
Purpose
The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes.
Design/methodology/approach
A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature.
Findings
Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation.
Originality/value
This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.
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Tommaso Savino, Antonio Messeni Petruzzelli and Vito Albino
Into cultural and creative industries, the innovation is increasingly realized by a lead creator which is supported by a specific team. Hence, this paper aims to understand the…
Abstract
Purpose
Into cultural and creative industries, the innovation is increasingly realized by a lead creator which is supported by a specific team. Hence, this paper aims to understand the composition of this particular team.
Design/methodology/approach
The authors conducted an in-depth case study of “Dal Pescatore”. This is the Italian restaurant keeping the highest award previewed by Michelin Guide from the longer period. The main figures of the restaurant are the head chefs (Nadia and Giovanni Santini) who are continually supported by a dedicated team
Findings
The analysis underlines the necessity to create a team which combines aged people linked to firms’ tradition with a low percentage of young foreign apprentices. If the old-timer member assures a deep understanding of the firm’s knowledge base, the young foreign apprentice can show an high learning attitude through which he/she more easily shares their different knowledge.
Research limitations/implications
This study discussed organizational efforts to foster innovation capacities of the main individuals into a firm. However, the present research suffers from some limitations which limits the generalizability of the results beyond the company studied: a single case study on a small and family firm with consolidated organizational routines. In addition, this research does not solutions about the mechanisms of interaction among these different team members.
Originality/value
Recent studies observed how a number of cultural and creative firms innovate through a particular team that develops the ideas of a lead creator. Nevertheless, despite the increasing importance of these teams, their composition remains unclear.
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Janeen E. Olsen, Tom Atkin, Liz Thach and Steve S. Cuellar
The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and…
Abstract
Purpose
The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine.
Design/methodology/approach
The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis.
Findings
The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments.
Practical implications
The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation.
Originality/value
This paper presents research addressing an important construct for wine marketers attempting to introduce new products and build brand loyalty.
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Seema Bhardwaj, Ritika Chopra and Eugene Cheng-Xi Aw
The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs…
Abstract
Purpose
The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.
Design/methodology/approach
This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.
Findings
The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.
Originality/value
The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.
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Ronnie Figueiredo, João J.M. Ferreira, Rogério Guerra Silveira and Alvaro Teixeira Villarinho
The purpose of this paper is to analyse the propensity for innovation and co-creation in service companies in receipt of knowledge intensive business services (KIBS) type services…
Abstract
Purpose
The purpose of this paper is to analyse the propensity for innovation and co-creation in service companies in receipt of knowledge intensive business services (KIBS) type services through their intensive incorporation of knowledge.
Design/methodology/approach
In order to achieve this study objective, the authors first carried out a literature review in order to specify the scope of the construct; second, the authors applied a survey based on the “Spinner model”; third, the authors undertook research on KIBS clients and restricted the results to this population sample; and fourth, based on the validated and applied models deriving from the base construct, the authors presented the results obtained.
Findings
This concludes that the “Spinner” model is valid for explaining the propensity for innovation and co-creation in companies receiving KIBS. The results demonstrate evidence of innovation processes as a result of the intensive application of knowledge associated with co-creation and knowledge transfers.
Research limitations/implications
This provides managers with a better understanding of the barriers that may obstruct the implementation of co-creation and knowledge transfers. Hence, the variables analysed may guide managers in defining and planning innovation strategies. Furthermore, this enables each company receiving such services to validate them and establish indices for the innovation propensity of specialist (knowledge intensive) service providers within the framework of benchmarking exercises.
Originality/value
This study sets out a new means of analysing the propensity for innovation and the co-creation of knowledge by companies making recourse to knowledge intensive services. From the theoretical point of view, this defines a new construct and a means of classification for companies supplying services designed for their propensity for innovation and co-creation. From the practical perspective, this study provides the companies subject to research with the opportunity to perceive their respective position in relation to other companies. In addition to this, ranking companies in such a way may drive the need to develop new knowledge for future co-creation and innovation processes.