Cooperating for competing -A small Italian wineries' internationalisation strategy case study

Giuseppe Festa, Maria V. Ciasullo, Demetris Vrontis, Alkis Thrassou

    Research output: Contribution to journalArticlepeer-review

    16 Citations (Scopus)

    Abstract

    The Italian wine sector is dominated by small businesses which are increasingly driven to venture into international markets as a matter of growth, or even survival. This research aims to investigate whether it is possible to successfully develop and implement collective strategies of internationalisation for small wineries; and to identify and define the main potential factors of cohesion of such collaborations. The research demonstrates that collective strategies of internationalisation for small wineries are not only possible, but also far-sighted. In addition, the work identifies the promotion of the region as one of the most important factors of cohesion; with relevant implications, both scientific and managerial. The research is case-study based and exploratory, and bears significant value through the provision of both descriptive and prescriptive direction of both scholarly and managerial worth; pertaining to organisational management/strategy/marketing, but also to a more comprehensive collaborative context involving regional and other stakeholders.

    Original languageEnglish
    Pages (from-to)648-670
    Number of pages23
    JournalGlobal Business and Economics Review
    Volume19
    Issue number5
    DOIs
    Publication statusPublished - 2017

    Keywords

    • Collective strategies
    • Coopetition
    • Networks
    • Region
    • Small business
    • Small wineries
    • Terroir
    • Wine business
    • Wine internationalisation
    • Wine marketing

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