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Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers

Author

Listed:
  • Angelo Riviezzo
  • Antonella Garofano
  • Julien Granata

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Samaneh Kakavand

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

Abstract

The main aim of this paper is to provide a clear understanding of wine producers' perceptions about terroir and its potentialities as a mean to exploit local identity and cultural heritage in their marketing strategies. Additionally, we explore the role of local wine associations and policy makers in the creation and valorization of place image through terroir. We used a cross-case analysis based on two wine areas of the "Old World", respectively located in France and Italy. Specifically, we examined 11 wineries in the Pic Saint-Loup and 15 wineries in the Sannio Valley by conducting semi-structured interviews with entrepreneurs and managers. Furthermore, we collected secondary information about the areas and the collective actions undertaken over the years by the wine producers and/or the policy makers to foster the place image. Our study highlights the importance of context variables to the building and exploitation of the terroir concept and the critical role of actions undertaken at an institutional level in order to improve place reputation, developing and exploiting local identity and cultural heritage.

Suggested Citation

  • Angelo Riviezzo & Antonella Garofano & Julien Granata & Samaneh Kakavand, 2017. "Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers," Post-Print hal-02017371, HAL.
    • Handle: RePEc:hal:journl:hal-02017371
    DOI: 10.1057/s41254-016-0036-4
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    Citations

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    Cited by:

    1. Claudio Bellia & Pietro Columba & Marzia Ingrassia, 2022. "The Brand–Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study," Agriculture, MDPI, vol. 12(6), pages 1-32, June.
    2. Janne P. Ikäheimo, 2021. "Arctic narratives: brewing a brand with neolocalism," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 374-387, July.
    3. Alessandro Gocci & Christoph Luetge & Hristos Vakoufaris, 2020. "Between Tradition and Sustainable Innovation: Empirical Evidence for the Role of Geographical Indications," International Business Research, Canadian Center of Science and Education, vol. 13(9), pages 101-101, September.
    4. Marta Martínez-Arnáiz & Eugenio Baraja-Rodríguez & Daniel Herrero-Luque, 2022. "Multifunctional Territorialized Agri-Food Systems, Geographical Quality Marks and Agricultural Landscapes: The Case of Vineyards," Land, MDPI, vol. 11(4), pages 1-28, March.
    5. Mara Cerquetti & Concetta Ferrara & Annamaria Romagnoli & Gianluca Vagnarelli, 2022. "Enhancing Intangible Cultural Heritage for Sustainable Tourism Development in Rural Areas: The Case of the “Marche Food and Wine Memories” Project (Italy)," Sustainability, MDPI, vol. 14(24), pages 1-21, December.
    6. Alessandro Bonadonna & Giovanni Peira & Chiara Giachino & Luana Molinaro, 2017. "Traditional Cheese Production and an EU Labeling Scheme: The Alpine Cheese Producers’ Opinion," Agriculture, MDPI, vol. 7(8), pages 1-13, August.
    7. Alessandro Gocci & Christoph Luetge, 2020. "The Synergy of Tradition and Innovation Leading to Sustainable Geographical Indication Products: A Literature Review," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 10(1), pages 152-152, July.

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