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How 4 ‘myths’ made champagne a global marketplace icon

What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration?

Why consumers’ temporal experiences are key

The question of ‘timeflow’, or the pace of the customer experience, has long impacted consumers’ perceptions of products and has been capitalised on by companies and researchers to improve their services. [...]