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La brand experience nelle strategie commerciali delle imprese vitivinicole

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  • Monica Fait
  • Antonio Iazzi
  • Paola Scorrano

Abstract

Premessa. Il settore vinicolo italiano, ambito importante del Made in Italy, deve affrontare nuove sfide di mercato per via del rinnovato scenario competitivo in cui coesistono differenti contesti di produzione e consumo. Obiettivi. Il lavoro intende analizzare le determinanti di scelta del prodotto vino sui mercati internazionali, con il fine di supportare le decisioni commerciali delle imprese vinicole italiane in un?ottica di brand experience. Metodologia. ? stata condotta un?indagine empirica che ha previsto la somministrazione di un questionario semi-strutturato ad un campione non probabilistico di buyer. Tali soggetti possono ritenersi interlocutori privilegiati del canale distributivo per il patrimonio di conoscenze tecniche, creativit? e capacit? di individuazione del mercato di riferimento e dei relativi trend di cui sono depositari. I dati raccolti sono stati elaborati con tecniche statistiche di natura sia descrittiva che multivariata. Implicazioni manageriali. Si sono delineati i driver della competitivit? del settore vitivinicolo con l?obiettivo di supportare i marketing manager nell?ideazione ed implementazione di strategie di commercializzazione.

Suggested Citation

  • Monica Fait & Antonio Iazzi & Paola Scorrano, 2014. "La brand experience nelle strategie commerciali delle imprese vitivinicole," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2014(2), pages 285-304.
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2014-002005
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    References listed on IDEAS

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