Wine business in a changing competitive environment – strategic and financial choices of Campania wine firms
by Matteo Rossi; Demetris Vrontis; Alkis Thrassou
International Journal of Business and Globalisation (IJBG), Vol. 8, No. 1, 2012

Abstract: Over the last few years, the wine industry has been undergoing a process of accelerated change, consequent to the constantly changing wine geography. This research aims to investigate, evaluate and analyse the degree and nature of success of the strategic process of the Campania wine firms, Italy. The research focuses on strategies implemented towards achieving sustainable competitive advantage. It is based on a survey of 180 companies, it is exploratory in nature and it follows a deductive methodological reasoning and hypothesis testing. The findings demonstrate that in the new competitive environment, Campania wine industry bears structural weaknesses as a number of enterprises are incapable to realise an optimal strategic process, with negative reflex on performance. On the other hand, in the regional context, there are also successful firms, able to develop and implement competitive strategies. This research conclusively incorporates primary, secondary and theoretical findings to provide managers with practical strategic planning directions for wine firms, both locally and internationally.

Online publication date: Thu, 14-Aug-2014

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