Authors: Milena Viassone; Demetris Vrontis; Ioanna Papasolomou
Addresses: Department of Management, School of Management and Economics, University of Turin, C.so Unione Sovietica, 218/bis, 10134 Turin, Italy ' Department of Marketing, School of Business, University of Nicosia, 46 Makedonitissas Avenue, PO Box 24005, 1700 Nicosia, Cyprus ' Department of Marketing, School of Business, University of Nicosia, 46 Makedonitissas Avenue, PO Box 24005, 1700 Nicosia, Cyprus
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.
Keywords: wine industry; regional competitiveness index; RCI; wine sector competitiveness index; WSCI; Delphi methodology; competitiveness measures; positive correlation; differentiation strategies; premium wine; marketing communication; customer loyalty; consumer attitudes.
Global Business and Economics Review, 2016 Vol.18 No.3/4, pp.259 - 276
Received: 08 Jan 2014
Accepted: 05 May 2014
Published online: 28 Apr 2016 *