The relationship between unstructured information and marketing knowledge: an experiment in the US wine market

The aim of this paper is to assess, with a view to marketing strategies,
the potential of a marketing intelligence software application designed to
extract information from non-structured web sources (typically websites and
social media). The paper also proposes a conceptual model that SMEs can use
to transform simple qualitative and quantitative data into knowledge that is
useful for supporting the decision-making process in the context of
international marketing. The presentation of the proposed interpretative model
is followed by the application to the wine market in the USA. Comparison of
the themes typical of online discourse in the worlds of supply and demand
highlights a certain communicative misalignment that SMEs can resolve by
adopting suitable communicative strategies.