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Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy

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  • Luigi Galletto

    (Interdepartmental Research Center for Viticulture and Enology, Via XXVIII Aprile 14, 31015 Conegliano, Italy)

  • Luigino Barisan

    (Interdepartmental Research Center for Viticulture and Enology, Via XXVIII Aprile 14, 31015 Conegliano, Italy)

Abstract

In the wine sector, the choice of a sustainable strategy based on smart marketing has gained more relevance due to the growing importance of sustainability. The literature illustrates a multiplicity of perspectives, wherever firms are committed to improving sustainability and market performance. This exploratory paper aims to make sense of the extant literature by analysing 10 case studies in Italy, focusing on sustainable competitive resources and strategies, considering the role of CF (Carbon Footprint) as a crucial factor. The research has considered a complementary theoretical framework based on both Resource-Based Theory and Competitive Advantage Theory. Data were analysed by descriptive statistical techniques. The results show a bundle of unique resources and strategies in pursuing firm performance, wherever CF may lead to significant sustained competitive advantages in firms’ value capture (ex. image and reputation and customers’ relationships loyalty, entrance into new foreign markets). Findings highlight that perceiving the costs and benefits of investments in lowering CF may guide to a more accurate understanding of the value-creating from the different type of eco-innovation for building tailor-made communicational and marketing strategies.

Suggested Citation

  • Luigi Galletto & Luigino Barisan, 2019. "Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1483-:d:212756
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    1. Nicola Casolani & Emilio Chiodo & Lolita Liberatore, 2023. "Continuous Improvement of VIVA-Certified Wines: Analysis and Perspective of Greenhouse Gas Emissions," Sustainability, MDPI, vol. 15(3), pages 1-15, January.
    2. Jacek Wysocki, 2021. "Innovative Green Initiatives in the Manufacturing SME Sector in Poland," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    3. Luigino Barisan & Marco Lucchetta & Cristian Bolzonella & Vasco Boatto, 2019. "How Does Carbon Footprint Create Shared Values in the Wine Industry? Empirical Evidence from Prosecco Superiore PDO’s Wine District," Sustainability, MDPI, vol. 11(11), pages 1-13, May.
    4. Inmaculada Carrasco & Juan Sebastián Castillo-Valero & Carmen Córcoles & Marcos Carchano, 2021. "Greening Wine Exports? Changes in the Carbon Footprint of Spanish Wine Exports," IJERPH, MDPI, vol. 18(17), pages 1-13, August.
    5. Adrián Rabadán & Ángela González-Moreno & Francisco J. Sáez-Martínez, 2019. "Improving Firms’ Performance and Sustainability: The Case of Eco-Innovation in the Agri-Food Industry," Sustainability, MDPI, vol. 11(20), pages 1-16, October.
    6. Ilaria Orlandella & Matteo Cicolin & Marta Tuninetti & Silvia Fiore, 2025. "Environmental Footprints of Red Wine Production in Piedmont, Italy," Sustainability, MDPI, vol. 17(13), pages 1-23, June.

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