Document Type

Presentation

Publication Date

7-25-2012

Disciplines

Agribusiness | Marketing | Public Relations and Advertising | Sales and Merchandising | Viticulture and Oenology

Abstract

The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers and Julia Prow conducted research with Sharon Wagner and gave this presentation during the summer of 2012.

This presentation gives a project overview, explaining the purpose of the research and where the researchers' emphasis lies. It then defines terms, such as reputation, regional identity, and Willamette Valley AVA. A brief history of the Willamette Valley Wine industry is summarized, along with basic information about predominant varietals. The history then focuses on indicators of reputation. The presentation finishes with project steps, in which three phases have been determined. Phase one is literature review and pre-interview conversations, phase two is gathering information about regional identity and reputation through interviews, and phase three will be to asses key aspects of the reputation of Willamette Valley wines through a multiple stakeholder perspective by means of interviews and face-to-face questionnaires.

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