The wine business is characterized by it strong complexity (Orth & Lockshin, 2007) and by innovative dynamics that are affecting wineries’ strategies (Choelette et al, 2008). Marketing innovation can be considered as a tool for maintaining competitive advantage and achieve growth (Chen, 2006) as well as a way to overcome market crisis (Naidoo, 2010). The aim of the paper is to investigate the relationship between marketing innovation and orientation to sustainability in the wine supply chain: a sample of 280 wineries in Apulia region (in southern Italy) was analyzed by means of an on line survey. 204 were the respondents. A correlation analysis - Pearson's Correlation matrix - was performed in order to highlight significant relationships between the selected variables.
Green Competition: an Innovative Marketing Tool? An Empirical Investigation in the Wine Sector in Apulia
CONTO', FRANCESCO;Rabino, S.;Silvestri, R.;Fiore, M.;
2015-01-01
Abstract
The wine business is characterized by it strong complexity (Orth & Lockshin, 2007) and by innovative dynamics that are affecting wineries’ strategies (Choelette et al, 2008). Marketing innovation can be considered as a tool for maintaining competitive advantage and achieve growth (Chen, 2006) as well as a way to overcome market crisis (Naidoo, 2010). The aim of the paper is to investigate the relationship between marketing innovation and orientation to sustainability in the wine supply chain: a sample of 280 wineries in Apulia region (in southern Italy) was analyzed by means of an on line survey. 204 were the respondents. A correlation analysis - Pearson's Correlation matrix - was performed in order to highlight significant relationships between the selected variables.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
