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Purpose: Both Hungary and Germany belong to the old-world wine-producing countries and have long winemaking traditions. This paper aims at exploring and comparing online branding strategies of family SME (small and medium sized enterprises) wineries at Lake Balaton (Hungary) and Lake Constance (Germany), as two wine regions with similar geographic characteristics.
Design/methodology/approach: This paper, based on a total sample of 37 family wineries, 15 at Lake Balaton and 22 at Lake Constance, investigates the differences in brand identity on the website, brand image in social media and online communication channels deployed in both wine regions. The study applies a qualitative methodology using MaxQDA software for conducting content analysis of texts in websites and social media. Descriptive statistics and t-test were conducted to compare the usage of different communication channels and determine statistical significance.
Findings: At Lake Balaton, the vineyard, the winery and the family, while at Lake Constance, the lake itself and the grape are highlighted regarding family winery brand identity. The customer-based brand image of Hungarian family wineries emphasizes wine, food and service, with the predominant use of Facebook. In the German family wineries, the focus of brand identity is on wine, friendliness and taste and includes more extensive usage of websites.
Originality/value: The paper deploys a novel methodology, both in terms of tools used as well as geographic focus to uncover online branding patterns of family wineries, thereby providing implications for wine and tourism industries at lake regions. It compares the share of selected most-used words in the overall text in websites and in social media, and presents the key findings from this innovative approach.
Orešković and Porsdam Mann draw a distinction between ‘fast’ and ‘slow’ science. Whereas the latter involves rigorous and laborious adherence to the scientific method, the former represents the reality that much scientific work faces time pressures which at times force shortcuts. The distinction can be seen to operate in contemporary research into the coronavirus pandemic: whereas the development of vaccines and treatments usually requires years of meticulous laboratory work and several more years of clinical testing, the many millions suffering from the disease need a treatment now. However, by taking too many safeguards off the treatment discovery and testing pipelines, or by refusing to act in accordance with scientific advice, governments risk sacrificing the public’s trust not only in the government’s scientific bona fides but in the scientific process itself. This is a heavy price to pay, argue Orešković and Porsdam Mann, and point to evidence indicating that the success of Germany and Japan in combating COVID-19 can be traced to public trust in science and government, as well as scientifically-informed and respectful national leadership.