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How to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?

2020-01-16Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSilveira, Catherine da
dc.contributor.advisorLarraufie, Anne-Flore
dc.contributor.authorBaptista, Teresa Maria Nunes
dc.date.accessioned2020-11-19T09:39:10Z
dc.date.available2023-01-03T01:30:39Z
dc.date.issued2020-01-16
dc.date.submitted2020-01-03
dc.description.abstractThis study explores if the development of the Alentejo regional wine brand is a viable approach for the region to achieve a luxury positioning internationally. The literature review established the concept of luxury, country of origin and regional branding, from which we were able to infer research questions. Exploratory qualitative interviews were conducted with producers and organizations (N=11). We conclude that currently,the region is unable to achieve a luxury positioning via this approach. Nonetheless, the regional brand can reach a premium positioning, which is an important advancement to reach a luxury positioning in the long-term.pt_PT
dc.identifier.tid202502880pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/107440
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectRegional brandpt_PT
dc.subjectAlentejopt_PT
dc.subjectWine industrypt_PT
dc.subjectLuxurypt_PT
dc.titleHow to lead the wine region of Alentejo towards a luxury positioning in foreign markets? Is the development of the regional wine brand a viable approach?pt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations