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Worth the Hype? Tall Vines Raise Profits for Some–Tradeoffs for All

Published in American Journal of Enology and Viticulture, 2021

The sudden popularity of tall vines among grapegrowers took some nurseries by surprise. Is this popularity rooted in economic reality? This analysis quantifies the claimed benefits of tall vines relative to regular vines from the grower’s perspective using a net present value (NPV) model. We leverage these potted green vine value estimates to discuss the forces that explain the recent emergence of tall vines in the California grape industry and their prospects for the future.

Recommended citation: Kiely, S., M. Langone, L. McPhail, L. Ren, J. Campos-Gatica, M. Joo, J. Martindill, and T. J. Lybbert. (2021). " Worth the Hype? Tall Vines Raise Profits for Some – Tradeoffs for All" American Journal of Enology and Viticulture. 5 (Suppl 1), 12-21.

Product Innovation and Promotion of Value-added Products via Marketing Cooperative

Published in Handbook of Research on Cooperatives and Mutuals, 2023

Marketing cooperatives (MCs) can have a competitive advantage over investor-owned firms (IOFs) when communicating complex qualities where information asymmetries exist between consumers and producers. For example, the cooperative business model lends credibility and authenticity to health, sustainability, and local production claims. We review the existing literature to discuss opportunities for cooperatives in modern agricultural markets characterized by increased product differentiation. Marketing orders (i.e., regulated producer organizations operating in select industries and geographic regions) can complement cooperatives’ investments in product innovation and brand-specific advertising, and we compare and contrast their actions with functions provided by MCs. A description of the efforts pursued by the Almond Board of California and Blue Diamond illustrates how coordinated producer and market research, product innovation, generic advertising, and brand promotion can ensure MCs’ long-term growth and success. We conclude with a discussion of future data and research needs.

Recommended citation: Kiesel, K., S. Kiely, R. Goodhue. (2023). " Product Innovation and Promotion of Value-added Products via Marketing Cooperative" Handbook of Research on Cooperatives and Mutuals. Northampton, MA: Edward Elgar, pp. 457–476.

Research 🧑‍💻

Talk 1 on Relevant Topic in Your Field

Published: March 01, 2012

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Tutorial 1 on Relevant Topic in Your Field

Published: March 01, 2013

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Talk 2 on Relevant Topic in Your Field

Published: February 01, 2014

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Conference Proceeding talk 3 on Relevant Topic in Your Field

Published: March 01, 2014

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Teaching 👨‍🏫

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Teaching Assistant, UC Davis

• Introduction to Behavioral Economics (ARE 133) 2018-2023
• Managerial Marketing (ARE 136) 2019, 2020, 2024
• Intermediate Microeconomics (ARE 100B) 2019
• Natural Resource Economics (ARE 175) 2019
• Business Law (ARE 018) 2018, 2024
• Educational Psychology (EDU 110) 2017, 2018
• Philosophical and Social Foundations of Education (EDU 120) 2017
• Introduction to Schools (EDU 100) 2016