A01=Giacomo Negro
A01=Michael T. Hannan
A02=Susan Olzak
Author_Giacomo Negro
Author_Michael T. Hannan
Author_Susan Olzak
business
Category=KNAC
Category=KND
consumers
economic sociology
economics
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
fieldwork
France
Italy
market analysis
organizational behavior
organizational theory
social structures
sociology
wine
Product details
- ISBN 9780231203715
- Dimensions: 156 x 235mm
- Publication Date: 01 Feb 2022
- Publisher: Columbia University Press
- Publication City/Country: US
- Product Form: Paperback
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The world of wine encompasses endless variety. Consumers want to understand what makes one bottle of wine different from another; vintners need to know how to communicate what makes their product distinctive. Drawing on a decade of fieldwork in Italy and France as well as interviews with critics and analysis of market data, Giacomo Negro, Michael T. Hannan, and Susan Olzak provide an unprecedented sociological account of the dynamics of wine markets. They demonstrate how the concepts of genre and collective identity illuminate producers’ choices, whether they are selling traditional or nonconventional wines.
Winemakers face a fundamental choice: produce an existing style and develop an identity as a proponent of tradition or embrace foreign, new, or emerging categories and be seen as an innovator. To explain this dilemma, Negro, Hannan, and Olzak develop the notion of wine genres, or shared understandings among producers and the public. Genres emerge through the social structure of production, including factors such as group solidarity, social cohesion, and collective action, and become key reference points for critics and consumers. Wine Markets features case studies of the creation of a modern wine genre and a countermovement against modernism in Piedmont, the failure of producers of Brunello di Montalcino in Tuscany to define a clear collective identity, and the emergence of the biodynamic wine movement in Alsace. This book not only offers keen sociological insight into the wine world but also sheds new light on the logic of markets and organizations more broadly.
Winemakers face a fundamental choice: produce an existing style and develop an identity as a proponent of tradition or embrace foreign, new, or emerging categories and be seen as an innovator. To explain this dilemma, Negro, Hannan, and Olzak develop the notion of wine genres, or shared understandings among producers and the public. Genres emerge through the social structure of production, including factors such as group solidarity, social cohesion, and collective action, and become key reference points for critics and consumers. Wine Markets features case studies of the creation of a modern wine genre and a countermovement against modernism in Piedmont, the failure of producers of Brunello di Montalcino in Tuscany to define a clear collective identity, and the emergence of the biodynamic wine movement in Alsace. This book not only offers keen sociological insight into the wine world but also sheds new light on the logic of markets and organizations more broadly.
Giacomo Negro is professor of organization and management and professor of sociology (by courtesy) at Emory University’s Goizueta Business School. He is a coauthor of Concepts and Categories: Foundations for Sociological and Cultural Analysis (Columbia, 2019) with Hannan, among others.
Michael T. Hannan is the StrataCom Professor of Management emeritus in the Stanford University Graduate School of Business and professor emeritus of sociology at Stanford University.
Susan Olzak is professor emerita of sociology at Stanford University.
Michael T. Hannan is the StrataCom Professor of Management emeritus in the Stanford University Graduate School of Business and professor emeritus of sociology at Stanford University.
Susan Olzak is professor emerita of sociology at Stanford University.
