The Italian wine sector is dominated by small businesses, which due to reduced demand for domestic consumption, are required to access international markets for survival and growth. By virtue of their limited size and the consequent scarcity of resources, inevitably, the feasibility of collaborative strategies on the part of the various manufacturers - not always facilitated by profound differences - has to be evaluated. Our study therefore proposes to investigate in the first instance whether it is possible to successfully activate ‘collective’ strategies of internationalization for small wineries and, secondly, to define what the main factors of cohesion in such collaborations might be. The research, in particular, has focused on the case study of the ‘Enoteca Provinciale di Salerno’, chosen because it works as a relationship facilitator in a territory which has at the same time both much in common with many other areas (as concerns the fragmentary nature of wine production) and differences compared to many other areas (in terms of wealth of tourism, sightseeing, history, and culture in general). The study attempts to demonstrate that collective strategies of internationalization for small wineries are not only possible, but also far-sighted, as in the case of the ‘Enoteca Provinciale di Salerno’; in addition, one of the most important factors of cohesion is the promotion of the territory in general, with relevant implications, both scientific and managerial. The research, of an exploratory nature, provides interesting insights for further contributions as a follow-up to empirical research, already in progress, on the population of the wineries, members of the Enoteca.

THE GOVERNANCE OF ‘COLLECTIVE’ STRATEGIES FOR INTERNATIONALIZATION: SMALL BUSINESSES IN THE ITALIAN WINE SECTOR

CIASULLO, MARIA VINCENZA;FESTA, GIUSEPPE
2013

Abstract

The Italian wine sector is dominated by small businesses, which due to reduced demand for domestic consumption, are required to access international markets for survival and growth. By virtue of their limited size and the consequent scarcity of resources, inevitably, the feasibility of collaborative strategies on the part of the various manufacturers - not always facilitated by profound differences - has to be evaluated. Our study therefore proposes to investigate in the first instance whether it is possible to successfully activate ‘collective’ strategies of internationalization for small wineries and, secondly, to define what the main factors of cohesion in such collaborations might be. The research, in particular, has focused on the case study of the ‘Enoteca Provinciale di Salerno’, chosen because it works as a relationship facilitator in a territory which has at the same time both much in common with many other areas (as concerns the fragmentary nature of wine production) and differences compared to many other areas (in terms of wealth of tourism, sightseeing, history, and culture in general). The study attempts to demonstrate that collective strategies of internationalization for small wineries are not only possible, but also far-sighted, as in the case of the ‘Enoteca Provinciale di Salerno’; in addition, one of the most important factors of cohesion is the promotion of the territory in general, with relevant implications, both scientific and managerial. The research, of an exploratory nature, provides interesting insights for further contributions as a follow-up to empirical research, already in progress, on the population of the wineries, members of the Enoteca.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11386/4224053
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