Quality differentiation in the Italian wine industry: terroir-based vs. brand-based strategies

Q3 Business, Management and Accounting

International Journal of Globalisation and Small Business Pub Date : 2017-01-01 DOI:10.1504/IJGSB.2017.10009835

L. Camanzi, Cristina Grazia, É. Giraud-Héraud, G. Malorgio

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引用次数: 8

Abstract

This study assesses the reasons that induce wine firms to choose their differentiation strategy, namely a terroir-based or a brand-based approach, considering both endogenous factors (e.g., firm size, nature of upstream-downstream relations) and exogenous conditions (market size/opportunities, collective brand reputation). First, we provide an empirical characterisation of the Italian denomination of origin wine processing and bottling industry as well as of firms' quality differentiation strategies, by means of a cluster analysis (CLA). Based on these results, we developed an industrial organisation model explaining the incentives for firms to adopt each strategy in a competitive context, focusing on the trade-off between terroir-based strategies and brand-based strategies. We conclude that brand-based strategies are motivated mostly by scale economies, short-run market opportunities and synergies between brand and designations of origin, while the main reasons prompting firms to choose terroir-based strategies relate to supply chain control, low demand uncertainty and competition intensity.

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意大利葡萄酒行业的质量差异:以风土为基础vs.以品牌为基础的战略

在考虑内生因素(如企业规模、上下游关系的性质)和外生条件(市场规模/机会、集体品牌声誉)的情况下，本研究评估了促使葡萄酒企业选择差异化战略的原因，即以风土为基础还是以品牌为基础。首先，我们通过聚类分析(CLA)提供了意大利原产葡萄酒加工和装瓶行业以及公司质量差异化战略的实证特征。基于这些结果，我们开发了一个产业组织模型，解释了企业在竞争环境中采用每种战略的动机，重点关注了基于风土的战略和基于品牌的战略之间的权衡。研究发现，规模经济、短期市场机会和品牌与原产地名称之间的协同效应是推动品牌战略的主要因素，而供应链控制、低需求不确定性和竞争强度是促使企业选择基于风土的战略的主要原因。

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.