Consumer reviews on wine documentaries were examined with topic modeling and multi-dimensional scaling methods to investigate this innovation. Market-driving innovation becomes important as the experiential purchase of wine rises. Market-driving innovation is market-shaping and reimaginings of value propositions by forming new sets of relationships between various market actors. Market-driven innovation is product-level innovation in response to existing needs. Two types of innovations, market-driven innovation and market-driving innovation, are closely related to wine consumption as a material purchase and as an experiential purchase, respectively. Innovation is an important theoretical lens for examination of this transition. This paper examines the transition of wine as a product to wine as a service, with a particular focus on the role of documentaries.
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