... Qualitative research Consumption community Gender role Hermeneutic approach South Korean female consumers Female consumers in Asia have been restricted in expressing their inner selves in ways that are not congruent with the norms of their societies or groups (Yuki, 2003) due to Confucian culture...

... ; Sirmon et al., 2011 ; Srivastava et al., 2001). Virginia Aparecida Castro can be contacted at: virginiaconsultoria@yahoo.com.br © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Qualitative research...

... on mother nature’s whims. © Emerald Group Publishing Limited 2014 New Mexico Participant observation Opportunity Risk Emerging wine region Entrepreneurial marketing In-depth interviews Qualitative research Winemakers The USA is the fourth largest wine producing nation in the world...

... of research activity into the motivations and behavioural patterns of the wine consumer. This paper will report on the findings from the initial qualitative research process. The exploratory stage involved identifying and conducting key informant interviews with owners or managers of wineries...