The role of digital platforms in Italian wine firms’ internationalization in China: A service ecosystems’ approach

This article analyzes how digital platforms impacts the internationalization process of wine firms in foreign markets. By applying the service ecosystems’ approach, we carry out an explorative study on Italian wine companies from Veneto region operating in China, which represents a growing international wine market. We develop a theoretical model that considers the micro-, meso-, and macro-levels of the ecosystem of Italian wineries’ internationalization process. In order to understand how digital platforms impact the overall ecosystem and their interactions with wineries and the different actors involved, we are currently collecting semi-structured interviews with key informants that operate in the three levels of the system. Initial findings of the study are discussed.