Pursuing quality and resisting commodification : an analysis of value creation among Clare Valley family wine businesses
In this thesis I show how family-based enterprises, in producing and marketing fine wine, both resist and embrace a deepening of commodity relations with a wider commercial market for wine. In attempting to create increased and enduring economic value from wine that is by definition small in volume and distinctive in style, winemakers are engaged in crucial, yet often conflicting relationships: with wine grape growers, the wine-buying public, and with other winemaking enterprises. The...[Show more]
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