E-Commerce

Agents Of Globality: The Role Of Cultural Intermediaries In The Wine Markets Of Japan And Singapore

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Executive Summary

Wine serves as a significant marker of societal, and market change in societies which are not traditionally wine drinking. Thus, there is an opportunity to look at those individuals who serve to provide a 'Bridge' between different cultures; both in terms of how they act as intermediaries from a traditional marketing/supply chain perspective (through a better understanding of the relevant actor bonds, resource ties and activity links, but also as cultural intermediaries from the perspective of how they influence 'Taste' and the process of foreign culture assimilation/incorporation.

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