DIGITAL MARKETING STRATEGIES IN THE ITALIAN WINE SECTOR

Q3 Business, Management and Accounting

International Journal of Globalisation and Small Business Pub Date : 2020-09-28 DOI:10.1504/ijgsb.2020.10029812

Vladi Finotto, Christine Mauracher

引用次数: 3

Abstract

The diffusion of digital instruments as means to communicate and sell products and services attracted the interest of academics and professionals in recent years. Digital marketing strategies are seen as beneficial in the wine industry, especially for small wineries, given the richness they allow in the communication of products and terroirs, their purported affordability vis-a-vis traditional marketing strategies, and the access they provide to international markets. Consensus on the importance of digital marketing is high, but the reality is sober: many wineries are lagging behind in adopting digital tools. Based on an exploratory study of 113 small and medium sized Italian wineries, the paper identifies organisational factors that influence the use of digital tools in marketing strategies: size, familiarity with various areas of digital marketing, number of employees and longevity of the firm.

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意大利葡萄酒行业的数字营销策略

近年来，数字仪器作为交流和销售产品和服务的手段的传播吸引了学术界和专业人士的兴趣。数字营销策略在葡萄酒行业被视为有益的，尤其是对小型酿酒厂来说，因为它们在产品和风土的沟通中具有丰富性，与传统营销策略相比，其所谓的可负担性，以及它们提供的国际市场准入。关于数字营销重要性的共识很高，但现实是清醒的：许多酒厂在采用数字工具方面落后了。基于对113家意大利中小型酿酒厂的探索性研究，本文确定了影响在营销策略中使用数字工具的组织因素：规模、对数字营销各个领域的熟悉程度、员工数量和公司寿命。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Globalisation and Small Business Decision Sciences-Information Systems and Management

CiteScore

1.90

自引率

0.00%

发文量

期刊介绍： The goal of the IJGSB is to explore the opportunities and threats of globalisation for small businesses as well as small businesses" strategic options in an increasingly global world. Dramatic changes in contemporary society and the economy have impacts on small businesses. The changing environment negatively influences the development and survival of smaller organisations in some areas and creates new opportunities for small businesses in others. Small firms" managers increasingly have to cope with global as well as local competitive dimensions. Research in this broad field thus is highly relevant.