Exploring Italian Wine Companies: A Study of Supply Chain Dynamics, Quality, and Promotion Strategies through Semi-Structured Interviews
Giada Pierli, Fabio Musso, Federica Murmura, Laura Bravi, Min Zhang · 2023
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Description
Giada Pierli and co-authors profile wine firms in Italy's Marche region in a 2023 study. Wine is a pillar of the national food economy, and small firms face distinct supply and marketing pressures. The team interviewed eighteen firms for about an hour each using a shared protocol.
They find short supply chains, even where cooperatives group small producers together. Small size and thin budgets make it hard to promote wine beyond the home area, and local network strategies are lacking. Many firms see organic certification as a drawback, since it can make craft products look like mass output. The study also covers quality certification and ties with public bodies. It maps a sector proud of craft but weak in joint promotion.
Catalog record
| CREATOR | Giada Pierli, Fabio Musso, Federica Murmura, Laura Bravi, Min Zhang |
|---|---|
| YEAR | 2023 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 63 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |