Browsing by Author "Oda, Ai"
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Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing
Oda, Ai (2017-05-25)This working paper examines how innovations in transparent packaging, specifically cellophane, in the mid-twentieth century United States helped retailers to create full self-service merchandising systems, including selling ... -
Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture
Oda, Ai (2017-05-11)This working paper examines the remarkable growth of wine consumption in the United States since the 1960s. The country is now the largest wine consumer in the world, exceeding the wine-producing European countries such ...