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Innovative marketing behaviour determinants in wine SMEs: the case of an Italian wine region

Author

Listed:
  • Francesco Contò
  • Mariantonietta Fiore
  • Demetris Vrontis
  • Raffaele Silvestri

Abstract

Parallel to an expanding volume of research on innovation, the academic debate on the subject is becoming everlasting. This research focuses on marketing innovation, conceptualising it as an incremental innovation in marketing that enhances the functional value to users. The paper analyses the determinants of innovative marketing behaviours in wine SMEs by performing an explorative study of a Southern Italy region; and by examining also the drivers that promote it. A methodologically mixed approach has been adopted in the research's design and particular attention has been paid to triangulation and multiple data source selection towards building the case. A web-based survey was conducted on a sample of 100 wineries (63 responses). The results showed that marketing innovation can be a critical driver in the successful handling of the constantly appearing new challenges in the wine business; and a useful tool in supporting wineries' effort to adapt to the evolving consumer needs.

Suggested Citation

  • Francesco Contò & Mariantonietta Fiore & Demetris Vrontis & Raffaele Silvestri, 2015. "Innovative marketing behaviour determinants in wine SMEs: the case of an Italian wine region," International Journal of Globalisation and Small Business, Inderscience Enterprises Ltd, vol. 7(2), pages 107-124.
    • Handle: RePEc:ids:ijgsbu:v:7:y:2015:i:2:p:107-124
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    Citations

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    Cited by:

    1. Piermichele La Sala & Raffaele Silvestri & Francesco Contò, 2017. "Differentiation strategies for the wine and nursery sector: empirical evidence from an Italy region," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 5(1), pages 1-17, December.
    2. Riad Shams, S.M. & Vrontis, Demetris & Chaudhuri, Ranjan & Chavan, Gitesh & Czinkota, Michael R., 2020. "Stakeholder engagement for innovation management and entrepreneurial development: A meta-analysis," Journal of Business Research, Elsevier, vol. 119(C), pages 67-86.
    3. Simona Alfiero & Laura Broccardo & Massimo Cane & Alfredo Esposito, 2018. "High Performance Through Innovation Process Management in SMEs. Evidence from the Italian wine sector," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(3), pages 87-110.
    4. Hans De Steur & Hélène Temmerman & Xavier Gellynck & Maurizio Canavari, 2020. "Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 744-762, February.
    5. Tindara Abbate & Fabrizio Cesaroni & Angelo Presenza, 2021. "Knowledge transfer from universities to low- and medium-technology industries: evidence from Italian winemakers," The Journal of Technology Transfer, Springer, vol. 46(4), pages 989-1016, August.
    6. Giacomarra, Marcella & Shams, S.M. Riad & Crescimanno, Maria & Sakka, Georgia & Gregori, Gian Luca & Galati, Antonino, 2021. "Internal vs. external R&D teams: Evidences from the Italian wine industry," Journal of Business Research, Elsevier, vol. 128(C), pages 752-761.
    7. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.

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