The relationship between wine sector and regional competitiveness Online publication date: Sat, 30-Apr-2016
by Milena Viassone; Demetris Vrontis; Ioanna Papasolomou
Global Business and Economics Review (GBER), Vol. 18, No. 3/4, 2016
Abstract: Despite the large literature on wine sector and regional competitiveness and their measures, scarce contributions test the existence of a correlation between them. This paper bridges this gap by identifying drivers of sector and regional competitiveness, creating two global indices able to measure them and examining the level of their relationship. The analysis examines the correlation between the regional competitiveness index (RCI) and the wine sector competitiveness index (WSCI), developed by using the Delphi methodology. Data was provided through semi-structured interviews with 40 stakeholders of different provenance. The research findings demonstrate that RCI is affected by ten dimensions and WSCI by four dimensions whilst there is a positive correlation between them. The paper provides a list of recommendations in terms of designing, implementing competitive and differentiation strategies aimed at: adopting contemporary marketing communication practices, as well as developing customer loyalty and positive consumer attitudes towards the consumption of premium wine.
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