The sustainability issue in the Italian wine industry is increasingly gaining momentum. Wineries today leverage on sustainability in order to obtain a competitive advantage, efficiency, and brand image. The chapter aims to investigate how small and medium Italian wineries implement sustainable practices, the impact of omnichannel strategies on the communication of sustainability issues to consumers and if there is a link between these two issues. In order to pursue this aim we collected data through a survey and in-depth interviews. Findings suggest that the sustainability challenge is becoming a “must have” for Italian wineries and that their focus is on the relationship with the consumers in order to co-define and co-create value through integration of off-line and on-line strategies.

Galli, M., Sebastiani, R., Anzivino, A., Sustainability and Omnichannel Strategies in the Italian Wine Industry, in Cláudia Simões, A. S. G. G. (ed.), Corporate Responsibility, Sustainability and Markets, Springer International Publishing, BASEL -- CHE 2022: 32- 47 [https://hdl.handle.net/10807/220412]

Sustainability and Omnichannel Strategies in the Italian Wine Industry

Galli, Marta;Sebastiani, Roberta;Anzivino, Alessia
2022

Abstract

The sustainability issue in the Italian wine industry is increasingly gaining momentum. Wineries today leverage on sustainability in order to obtain a competitive advantage, efficiency, and brand image. The chapter aims to investigate how small and medium Italian wineries implement sustainable practices, the impact of omnichannel strategies on the communication of sustainability issues to consumers and if there is a link between these two issues. In order to pursue this aim we collected data through a survey and in-depth interviews. Findings suggest that the sustainability challenge is becoming a “must have” for Italian wineries and that their focus is on the relationship with the consumers in order to co-define and co-create value through integration of off-line and on-line strategies.
Inglese
Corporate Responsibility, Sustainability and Markets
978-3-030-79659-4
Springer International Publishing
Galli, M., Sebastiani, R., Anzivino, A., Sustainability and Omnichannel Strategies in the Italian Wine Industry, in Cláudia Simões, A. S. G. G. (ed.), Corporate Responsibility, Sustainability and Markets, Springer International Publishing, BASEL -- CHE 2022: 32- 47 [https://hdl.handle.net/10807/220412]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/220412
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