Sustainability and Omnichannel Strategies in the Italian Wine Industry

Risultato della ricerca: Contributo in libroChapter

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.
Lingua originaleEnglish
Titolo della pubblicazione ospiteCorporate Responsibility, Sustainability and Markets
EditorAlin Stancu, Georgiana Grigore Cláudia Simões
Pagine32-47
Numero di pagine16
Stato di pubblicazionePubblicato - 2021

Keywords

  • Wine Industry
  • SMEs
  • Omnichannel strategy
  • Sustainability

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