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4.5. Research objectives
The objective of this research was to evaluate the current literature articles

highlighting the application of BD, AI and analytics tools within the wine life

cycle. The author applied the literature review, composed a set of questions
to apply when conducting interviews with UK and Italy wine organisations’

SMEs. This enabled the gathering, coding and grouping elicited information

into themes (as applied at each stage within the wine life cycle process)

identifying the actual/potential application of BD, AI and analytics by theme.
This author endeavoured to apply the findings to gain an insight into the

practical applications of BD, AI and analytics seeking to identify gaps (BD, AI

and analytics) within the wine life cycle.

4.6. Chapter summary

The author coded the participants’ transcripts and produced a coded themes

table (see table 18). Then, the author scored each participants’ responses
(for Italy and UK participants) against the transcript coded themes and scored

the results against the conceptual model values (elicited from the literature

review), producing a summary table, shown in table 8. The author was able

to compare and analyse each participants’ responses to identify (see table 4,
5 6 7) what BD, AI and analytics tools were applied during the wine life cycle.

The author scored the findings from the participants against the literature

theme shown in table: 9. Table 9 provided analytical analysis showing the

BD, AI and analytics tools application provided by the participants, (defined
and coded in themes) applied across the wine life cycle. The results provided

some clarification as to the reasons for not applying the tools and applications

identified during the literature research. However, the author identified some
new findings that were not elicited during the literature research. This

research findings provides an insight as to what is being applied, highlighting

a gap for areas where to focus within the wine industry-to enable wine

organisations to apply BD, AI and analytics applications.

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