Exploring Narratives of Wineries: Strategic Storytelling to Legitimize or Stand Out in Crowding Markets?

Résumé fourni par la source

Storytelling has been successfully utilized since the beginning of humankind, long before writing was developed to make stories available longer and to a broader audience. In business, brands are based on stories and therefore the narratives are intended to strengthen market positioning and pricing. In the wine business, offering a luxury product that requires a high level of involvement due to its relative price and the need for a certain connoisseurship, storytelling plays a fundamental role in marketing. An explorative assessment deploying quantitative content analysis of the narratives of German and Austrian wineries screening more than 1,600 wineries provided evidence of a common narrative. The identified key words and narratives speak for prevalence of product-centrism and closeness across all wineries but regional profiling, again with strong reliance on legitimacy. Customer-centric and differentiating storytelling falls short.

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