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This research aims to understand to what extent the concept of 'style' is used in the wine business and how this concept can be helpfully approached both in research and practice. A threefold study has been carried out: semi-structured interviews with renowned wine professionals; netnographic research on wine blogs in the US, France, and Italy; extensive review on academic literature. The results were jointly analyzed and compared. The main findings: style has become an ever increasingly important matter for both wine professionals and wine lovers, especially in upscale market segments; despite this importance, there is a lack of clear ideas about what wine style actually is and how to manage this tool. In the same way, even if in academic research on wine and wine business the concept of style is widely and increasingly used, to date no systematic attempts to develop a consistent and shared approach have been carried out by scholars. Given that it is an opinion shared by many in the wine industry that style and stylistic consistency can play a crucial role in defining wineries' production and marketing strategies and policies, research can help develop tools that allow for codifying and better managing the wine style. [ABSTRACT FROM AUTHOR]

Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findings. It explores the adaptability of the proposed process across various research methodologies, including constructivist methodologies, positivist methodologies, grounded theory, and interpretive phenomenology, and justifies their application. The paper distinguishes between inductive and deductive coding approaches and emphasizes the merits of each. It suggests that the derived systematic thematic analysis model is valuable across multiple disciplines, particularly in grounded theory, ethnographic approaches, and narrative approaches, while also being adaptable to more descriptive, positivist-based methodologies. By providing a methodological roadmap, this study enhances the rigor and replicability of thematic analysis and offers a comprehensive strategy for theoretical conceptualization in qualitative research. The contribution of this paper is a systematic six-step thematic analysis process that leads to the development of a conceptual model; each step is described in detail and examples are given. [ABSTRACT FROM AUTHOR]