A new opportunity to advance grape and wine business research in collaboration with Brock University\u2019s Cool Climate Oenology and Viticulture Institute (CCOVI) is now open to Goodman School of Business faculty.<\/p>\n
The CCOVI Research Scholar\u00a0will\u00a0lead\u00a0cutting-edge\u00a0research\u00a0to better understand\u00a0why\u00a0consumers\u00a0buy the wines they do\u00a0and help the\u00a0Canadian\u00a0industry\u00a0make\u00a0their\u00a0wines stand out\u00a0in a globally competitive marketplace.<\/p>\n
The recipient will\u00a0also\u00a0play an important role in sharing\u00a0that\u00a0vital\u00a0research with the grape and wine industry by applying for CCOVI Fellow status and presenting annually in the CCOVI Lecture Series.<\/p>\n
\u201cThe award is a great opportunity\u00a0to\u00a0attract Goodman\u00a0researchers\u00a0into the business realm of the grape and wine industry,\u201d\u00a0says Debbie Inglis, Director of Brock\u2019s CCOVI.\u00a0\u201cThe recipient will\u00a0work\u00a0collaboratively with CCOVI\u00a0on\u00a0new research\u00a0initiatives\u00a0that will\u00a0positively impact the\u00a0industry\u00a0by applying consumer science to increasing wine sales.\u201d<\/p>\n
Tek\u00a0Thongpapa<\/u>nl, Associate Dean, Research and Graduate Programs and Professor of Marketing and Product Innovation, says\u00a0the partnership will help propel important\u00a0marketing\u00a0and consumer behaviour\u00a0research\u00a0in the grape and wine industry.<\/p>\n
Consumers, he explains,\u00a0\u201cno longer make purchasing decisions at the wine level itself; the decision goes above\u00a0and\u00a0beyond the simple product and packaging.\u201d<\/p>\n
Aromas, background music, lighting and the presentation of the product in different retailers\u00a0are among the factors that can\u00a0play a part in driving purchases.<\/p>\n
\u201cThe person who will be appointed as the CCOVI Research Scholar can dedicate\u00a0themselves to the advancement of relevant and practical knowledge in this research area\u00a0as we try to help wineries and wine producers\u00a0differentiate\u00a0their product from others and\u00a0determine\u00a0how sensory marketing makes a difference\u00a0in purchasing decisions\u00a0made\u00a0by consumers,\u201d\u00a0says\u00a0Thongpapa<\/u>nl, who is also a CCOVI Fellow.<\/p>\n
CCOVI\u00a0and Goodman have a long-standing\u00a0relationship and have often collaborated on the advancement of grape and wine industry research and teaching initiatives.<\/p>\n
\u201cThe strength of our faculty in this area and the influence we\u2019ve had in the region has been building and we are proud to deepen our partnership with CCOVI on research in the grape and wine industry as it relates to business,\u201d said Goodman School of Business Dean Andrew Gaudes.<\/p>\n
By becoming a CCOVI Fellow, the CCOVI Research Scholar may also have opportunities to collaborate\u00a0with core researchers\u00a0on consumer behaviour research\u00a0to be conducted in\u00a0the\u00a0new\u00a0augmented reality, virtual reality and sensory reality consumer laboratory at Brock.<\/p>\n