Ronert Park, California – Sonoma State University recently received prestigious awards from international authorities for its research in viticulture and wine. Dr. Armand Gilinski, Corbel Professor of Wine Economics, received the Bronze Best Case Award at the North American Case Studies Association’s virtual conference in October 2020 for his case study at the Throwback Brewery: Decisions to evaluate the work of the ring in the new year. Dr. Gilinski also won the OIV 2020 prize for his book Social Sustainability in the Global Wine Industry. The OIV Prize is a prize awarded each year by the International Organisation of Vine and Wine, which brings together excellent wine producers. And Dr. Liz Tah, an eminent professor of viticulture, received the highest honor in the Hall of Fame for elite wine marketing at the Gourmand World Book Awards : The art and science of luxury wine brands.
The issues of luxury marketing, social sustainability and creating a high quality brand through effective practices are incredibly important to the success of practitioners in today’s world, said Dr. Jean-Francois Kozhe, dean of the UASS School of Business and Economics. I am glad to see how much our teachers are influenced by their scholarships. They help us fulfill our mission in the service of industry.
The Throwback Brewery study analyses the problems of the owners of the brewery Nicole Carrier and Annette Lee in involving their employees to achieve their goal of positioning the brewery as a mandatory stopover. The study examines the feasibility and effectiveness of the new performance management system for maximising operational efficiency by clarifying roles and responsibilities, minimising salary imbalances and introducing a promotion process for staff. A case summary about a specific case of a Throwback brewery can be requested from Dr. Armand Gilinski.
We were pleased to hear that the Throwback Brewery case study was awarded the Best Bronze Case Award at the North American Association for Case Studies (NACRA) 2020 Conference, according to Nicole Carrier, co-owner of the Throwback Brewery. We believe that the concepts discussed in this example, including talent management, core values, culture and performance management, deserve much more attention and classroom time. I hope this case will help the next generation of entrepreneurs to focus on their people as long, if not longer, as on their profits. With the right people focused on the task and the most important objectives, the profit will come!
Social sustainability in the global wine industry is about the social dimension – people and community – of sustainability in the wine industry. It addresses issues such as philanthropy, poverty, natural disasters, communication and wine tourism from a global perspective, using research and case studies in developed and developing countries. This book offers researchers, scientists, practitioners and students different perspectives on social sustainability in the global wine industry. It can be purchased through Palgrave MacMillan.
Marketing of elite wines : The art and science of luxury wine brands offers an in-depth look at wine marketing beyond Marketing 101. Liz and Peter (co-authors) brought their unique perspectives and knowledge to share with others in the wine industry. It’s an indispensable reference for marketers and executives, said Heidi Barrett, a winemaker at La Sirena in the Napa Valley, California. The book explains in detail how to create, sell and maintain a luxury wine brand. It includes original research by the authors on the size of the elite wine market and an analysis of its regional segmentation, which offers a new perspective on the best wine producing regions in the world. Marketing of elite wines : The art and science of luxury wine brands is available on Amazon.
Professor Armand Gilinski is the author of more than 50 case studies and has published articles on business strategies in the wine sector, corporate strategies and corporate social responsibility. He has published Artisanale Duurzame Wijn: Concepts and business in 2015.
Professor Liz Tach, MW, is an award-winning author who has published over 130 articles and eight books on wine, including Marketing Elite Wines, Wine Call, Best Practice in World Wine Tourism, Wine Marketing and Sales. She also works as a wine judge at several matches. Professor Tah received the title Master of Wine in May 2011.
About the Wine Trade Institute
The Wine Trade Institute serves as an intellectual and industrial centre for teachers, students and the business community. The WBI was established in 1996 as a partnership between the wine industry and Sonoma State University’s School of Business and Economics. The WBI provides leading research that informs best practices and training programmes in the industry. The WBI offers online and personal wine certificates and sector-specific certificates. For more information about our research into the wine industry or our study and certification programs, please contact us via [secure email], or visit https://sbe.sonoma.edu/winebiz.
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