Internationalization of Italian wine products in China: The role of digital platforms in a service ecosystem

Lala Hu*, Marta Galli, Roberta Sebastiani

*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in libroContributo a convegno

Abstract

This paper analyzes how digital platforms impact the internationalization process of wine firms in China – a growing yet challenging wine market. By applying a service ecosystems’ approach, we developed a theoretical model that considers the micro-, meso-, and macro-levels of the wineries’ internationalization. To understand the interactions between the main actors of the ecosystem, we carried out a qualitative study on Italian firms from Veneto region that produce Valpolicella variety. We collected 18 semi-structured interviews with key informants that operate in the three levels of the system: wineries, institutions, and Chinese digital players. Findings suggest that digital platforms can accelerate wine companies’ internationalization and consumer education process. However, traditional intermediaries have not been completely replaced. Indeed, firms’ interactions with all the actors of the ecosystems’ levels are crucial in reaching a competitive advantage.
Lingua originaleEnglish
Titolo della pubblicazione ospiteProceedings of the European Marketing Academy
PagineN/A
Volume2022
Stato di pubblicazionePubblicato - 2022
EventoEMAC Annual Conference 2022 - Budapest
Durata: 24 mag 202227 mag 2022

Serie di pubblicazioni

NomePROCEEDINGS OF THE EUROPEAN MARKETING ACADEMY

Convegno

ConvegnoEMAC Annual Conference 2022
CittàBudapest
Periodo24/5/2227/5/22

Keywords

  • China
  • service ecosystems
  • wine

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