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Study of product repositioning for the Marsala Vergine DOC wine

Author

Listed:
  • Stefania Chironi
  • Simona Bacarella
  • Luca Altamore
  • Pietro Columba
  • Marzia Ingrassia

Abstract

Italian production of wine is very diversified and Sicily is one of the major regions with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine, which is very valuable because of its organoleptic qualities and its production process. Marsala wine has been gaining for over a century in the Italian and foreign market, but, after a century of fame, it entered a long phase of decline because of inappropriate producers' decisions and new competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus group and factor analysis were carried out. Results highlighted the key-factors producers need to focus on, in order to reposition the wine in the market and meet preferences of a distinctive target consumer. Integrated strategies may be developed with stakeholders basing on results.

Suggested Citation

  • Stefania Chironi & Simona Bacarella & Luca Altamore & Pietro Columba & Marzia Ingrassia, 2017. "Study of product repositioning for the Marsala Vergine DOC wine," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 32(1/2), pages 118-138.
    • Handle: RePEc:ids:ijesbu:v:32:y:2017:i:1/2:p:118-138
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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. Antoni Serra-Cantallops & José Ramón-Cardona & Margarita Vachiano, 2021. "Increasing Sustainability through Wine Tourism in Mass Tourism Destinations. The Case of the Balearic Islands," Sustainability, MDPI, vol. 13(5), pages 1-21, February.
    3. Marzia Ingrassia & Stefania Chironi & Giuseppe Lo Grasso & Luciano Gristina & Nicola Francesca & Simona Bacarella & Pietro Columba & Luca Altamore, 2022. "Is Environmental Sustainability Also “Economically Efficient”? The Case of the “SOStain” Certification for Sicilian Sparkling Wines," Sustainability, MDPI, vol. 14(12), pages 1-26, June.

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