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Forme organizzative e scelte strategiche per la valorizzazione dei vini a Denominazione di Origine


  • Giulio Malorgio
  • Cristina Grazia
  • Carla De Rosa


The objective of this paper is to analyze the supply chain organization of Appellation of Origin wines, identify the typologies of economic agents and characterize their strategic behaviour, in order to identify the link between product range choices, procurement strategies and typologies of vertical relationship along the production, processing and bottling stages. The aim is to identify the possible strategic options for the valorization of Appellations of Origin on the final market. We first provide a descriptive analysis of the wine bottling stage, by distinguishing bottlers according to the types of vertical relationship with upstream production and processing stages. Afterwards, we describe bottlers’ structural characteristics and strategic decisions concerning product range and procurement strategies. Then, a cluster analysis is conducted, in order to identify typologies of bottlers, according to structural and organizational characteristics and strategic decision. On the basis of the clusters identified, a description of the possible strategic options for the valorization of Appellations of Origin is then provided.

Suggested Citation

  • Giulio Malorgio & Cristina Grazia & Carla De Rosa, 2011. "Forme organizzative e scelte strategiche per la valorizzazione dei vini a Denominazione di Origine," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 13(1-2), pages 367-390.
  • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2011-001016

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    Cited by:

    1. Simonetta Mazzarino & Alessandro Corsi, 2015. "I flussi dell’uva verso la vinificazione: un’analisi comparata per regioni e macroaree," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 17(1), pages 29-58.

    More about this item

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • Q12 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Micro Analysis of Farm Firms, Farm Households, and Farm Input Markets


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