Innovative marketing behaviour determinants in wine SMEs: the case of an Italian wine region

Contò, Francesco; Fiore, Mariantonietta; Vrontis, Demetris; Silvestri, Raffaele

doi:10.1504/ijgsb.2015.071181

Cited by 35 publications

(33 citation statements)

References 47 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…First, marketing management approaches can be applied to improve the value of sustainability in the wine sector (Bresciani, Ferraris, Santoro, & Nilsen, 2016;Contò, Fiore, Vrontis, & Silvestri, 2015).…”

mentioning

confidence: 99%

Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs

et al. 2019

View full text Add to dashboard Cite

Based on a survey with 64 small and medium-sized enterprises (SMEs) in two Italian wine regions, this study aims to (a) identify key drivers and barriers of the adoption of sustainability and (b) compare the adoption and evaluation (use, financial/labor investments, and satisfaction) of sustainability practices in four management domains (marketing, chain, operational, and innovation). Results show that internal drivers were considered to be more important than external drivers. Economic sustainabilityoriented drivers scored significantly lower than drivers related to other dimensions, such as environmental sustainability and heritage. Key barriers refer to labor and investments costs, as well as concerns about greenwashing. Although there are substantial differences in adoption and evaluation of sustainability practices within and between management domains, this study confirms their widespread adoption in wineries. Among users, satisfaction levels outweigh the perceived investments.Except for innovation management practices, financial investments are considered to be lower than labor investments. Positive correlations between use-satisfaction (within each management domain) and between investments or satisfaction levels (between management domains) further lend support for producers' adoption of multiple practices. At sustainability dimension level, heritage is negatively correlated with the evaluation indicators, indicating that it may act as a potential barrier to some sustainability practices. Segmentation analysis identified a low (30%) and high sustainability clusters (70%), which differ significantly in terms of sustainability perceptions and drivers, adoption, and evaluation of practices, as well as company characteristics.Future research needs to validate the findings on SMEs, compare our measures with more objective evaluation indicators, future adoption rates, and multidimensional sustainability practices.

show abstract

mentioning

confidence: 99%

Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs

et al. 2019

View full text Add to dashboard Cite

show abstract

“…The starting point of this process lies in the relationship management between the upstream supply chain firms (wineries, grape growers, research institutes, other suppliers). The wineries' marketing strategy chances to achieve the consumer trust are enclosed in the ability of developing relationships in order to create the conditions to access to intangible resources of the other players in the network, to combine them harmoniously with their own, to occupy the most convenient location within the network, then to acquire a competitive advantage, which is defensible in the new economic environments due to globalization of markets (Contò et al 2015;Stoddard and Clopton 2015;Tudisca et al 2013).…”

Section: Relational Approachmentioning

confidence: 99%

“…The wine industry represents one of the most important sectors in southern Italy in terms of active companies, jobs, and revenues (Contò et al 2015;Bigliardi and Galati 2013). In the wine sector, the majority of businesses are family-run and thus have structural problems with the quality of the company's internal management and skills.…”

Section: The Wine Industrymentioning

confidence: 99%

Differentiation strategies for the wine and nursery sector: empirical evidence from an Italy region

2017

Self Cite

View full text Add to dashboard Cite

The aim of the paper is to analyze how the dynamic capabilities of the wine industry actors, involved in searching for biodiversity, influence and are influenced by the dyadic buyer-supplier relationship. In particular, the study aims at analyzing how the organizational culture, the strategic and relational approach, adopted in the customer-supplier interactions, affect the inter-organizational learning and the value-creating process. For this purpose, an explorative study has been carried out in the wine supply chain of Basilicata region (in southern Italy). Data are collected by submitting a semi-structured interview to the complete population of wineries and grape growers in the abovementioned area. By means of Principal Component Analysis and a Spearman's rank correlation analysis, the paper investigates if the relational approach adopted by the winery toward the grape grower affects positively the dynamic capabilities for wine differentiation strategies. Results show the grape grower are positively influenced by an organizational culture of winemakers based on flexibility and not standardized transformation processes then facilitating the planting choices and assuring the health of cuttings.

show abstract

“…Actualmente, son escasos los estudios sobre las innovaciones enfocadas al marketing (Gunday, Ulusoy, Kilic y Alpkan, 2011;Quaye y Mensah, 2019;Reiner, Reimann y Vitkauskaite, 2016;Zakerian et al, 2017), a pesar de que la innovación en marke-ting como estrategia empresarial permite a las organizacio-nes establecer una relación más estrecha con sus clientes hasta convertirlos en promotores de la propia empresa (Kotler y Keller, 2006). Ante tal situación, es importante la realización de estudios acerca de la innovación enfocada al marketing, principalmente en organizaciones distintas a las de servicios (Contò, Fiore, Vrontis y Silvestri, 2015;Geldes y Felzensztein, 2013;Heredia, Geldes, Kunc y Flores, 2019;Quaye y Mensah, 2019). Además, según la Organización para la Cooperación y el Desarrollo Económicos (OECD, 2005), la innovación en marketing permite a las empresas "satisfacer mejor las necesidades de los consumidores, abrir nuevos mercados o posicionar en el mercado sus productos de una nueva manera con el fin de aumentar sus ventas" (p. 60).…”

Section: Introductionunclassified

Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurales

2020

View full text Add to dashboard Cite

Las pequeñas y medianas empresas (pymes) han desarrollado una capacidad de marketing que difiere de la convencional. La mayor parte de la literatura ha descuidado a la innovación en marketing, por considerarse una casualidad o por estar implícita en otro tipo de actividades, y solo recientemente se ha asociado a la competitividad. La presente investigación tuvo como objetivo verificar la relación de la innovación en marketing con el desempeño integral de las pymes y sus posibles implicaciones. Mediante la modelización de ecuaciones estructurales, se estimaron los efectos de esta innovación sobre el rendimiento empresarial. Los hallazgos revelaron su influencia significativa para orientar el desempeño, al implementar nuevos conceptos y medios de promoción, nuevos métodos de comercialización y modificación de sus envases, lo que impactó en mayor medida la parte comercial, además del ámbito administrativo, financiero y de recursos humanos.

show abstract

Innovative marketing behaviour determinants in wine SMEs: the case of an Italian wine region

Cited by 35 publications

References 47 publications

Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs

Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs

Differentiation strategies for the wine and nursery sector: empirical evidence from an Italy region

Incidencia de la innovación en marketing en el rendimiento empresarial: una aplicación basada en modelamiento con ecuaciones estructurales

Contact Info

Product

Resources

About