Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries
This paper examines the transition of wine as a product to wine as a service, with a particular focus on the role of documentaries. Innovation is an important theoretical lens for examination of this transition. Two types of innovations, market-driven innovation and market-driving innovation, are cl...
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| Format: | Article |
| Language: | English |
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The Wine Business Institute at Sonoma State University
2022-01-01
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| Series: | Wine Business Journal |
| Online Access: | https://doi.org/10.26813/001c.31306 |
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| _version_ | 1849335018539712512 |
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| author | Jiyoon An |
| author_facet | Jiyoon An |
| author_sort | Jiyoon An |
| collection | DOAJ |
| description | This paper examines the transition of wine as a product to wine as a service, with a particular focus on the role of documentaries. Innovation is an important theoretical lens for examination of this transition. 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. Market-driven innovation is product-level innovation in response to existing needs. Market-driving innovation is market-shaping and reimaginings of value propositions by forming new sets of relationships between various market actors. Market-driving innovation becomes important as the experiential purchase of wine rises. Consumer reviews on wine documentaries were examined with topic modeling and multi-dimensional scaling methods to investigate this innovation. Analysis revealed underlying dimensions (consumer’s participation and value proposition) of market-driving innovation and market shaping, which can be explained through the consumer experience paradigm (4E principles: Escapism, Education, Esthetics, and Entertainment). Theoretical and managerial implications are discussed to advance the scholarship of market-driving innovation in the wine market. |
| format | Article |
| id | doaj-art-aa4b7ae3699e4b1aad8be854c1ff9ddf |
| institution | Kabale University |
| issn | 2694-5703 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | The Wine Business Institute at Sonoma State University |
| record_format | Article |
| series | Wine Business Journal |
| spelling | doaj-art-aa4b7ae3699e4b1aad8be854c1ff9ddf2025-08-20T03:45:24ZengThe Wine Business Institute at Sonoma State UniversityWine Business Journal2694-57032022-01-015110.26813/001c.31306Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine DocumentariesJiyoon AnThis paper examines the transition of wine as a product to wine as a service, with a particular focus on the role of documentaries. Innovation is an important theoretical lens for examination of this transition. 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. Market-driven innovation is product-level innovation in response to existing needs. Market-driving innovation is market-shaping and reimaginings of value propositions by forming new sets of relationships between various market actors. Market-driving innovation becomes important as the experiential purchase of wine rises. Consumer reviews on wine documentaries were examined with topic modeling and multi-dimensional scaling methods to investigate this innovation. Analysis revealed underlying dimensions (consumer’s participation and value proposition) of market-driving innovation and market shaping, which can be explained through the consumer experience paradigm (4E principles: Escapism, Education, Esthetics, and Entertainment). Theoretical and managerial implications are discussed to advance the scholarship of market-driving innovation in the wine market.https://doi.org/10.26813/001c.31306 |
| spellingShingle | Jiyoon An Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries Wine Business Journal |
| title | Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries |
| title_full | Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries |
| title_fullStr | Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries |
| title_full_unstemmed | Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries |
| title_short | Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries |
| title_sort | examining market driving innovation in the wine industry a topic modeling method on consumer reviews on wine documentaries |
| url | https://doi.org/10.26813/001c.31306 |
| work_keys_str_mv | AT jiyoonan examiningmarketdrivinginnovationinthewineindustryatopicmodelingmethodonconsumerreviewsonwinedocumentaries |