IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i5p1483-d212756.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/5/1483/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/5/1483/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Delmas, Magali A. & Grant, Laura E., 2008. "Eco-Labeling Strategies: The Eco-Premium Puzzle In The Wine Industry," Working Papers 37325, American Association of Wine Economists.
    2. Combris, Pierre & Lecocq, Sebastien & Visser, Michael, 1997. "Estimation for a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?," Economic Journal, Royal Economic Society, vol. 107(441), pages 390-402, March.
    3. Jean Tirole, 1988. "The Theory of Industrial Organization," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262200716, December.
    4. Harris, Irina & Naim, Mohamed & Palmer, Andrew & Potter, Andrew & Mumford, Christine, 2011. "Assessing the impact of cost optimization based on infrastructure modelling on CO2 emissions," International Journal of Production Economics, Elsevier, vol. 131(1), pages 313-321, May.
    5. Schultz, Karl & Williamson, Peter, 2005. "Gaining Competitive Advantage in a Carbon-constrained World:: Strategies for European Business," European Management Journal, Elsevier, vol. 23(4), pages 383-391, August.
    6. Birger Wernerfelt, 1984. "A resource‐based view of the firm," Strategic Management Journal, Wiley Blackwell, vol. 5(2), pages 171-180, April.
    7. Nicolai J. Foss, 1996. "Knowledge-Based Approaches to the Theory of the Firm: Some Critical Comments," Organization Science, INFORMS, vol. 7(5), pages 470-476, October.
    8. Sundarakani, Balan & de Souza, Robert & Goh, Mark & Wagner, Stephan M. & Manikandan, Sushmera, 2010. "Modeling carbon footprints across the supply chain," International Journal of Production Economics, Elsevier, vol. 128(1), pages 43-50, November.
    9. Schmalensee, Richard, 1982. "Product Differentiation Advantages of Pioneering Brands," American Economic Review, American Economic Association, vol. 72(3), pages 349-365, June.
    10. Gadema, Zaina & Oglethorpe, David, 2011. "The use and usefulness of carbon labelling food: A policy perspective from a survey of UK supermarket shoppers," Food Policy, Elsevier, vol. 36(6), pages 815-822.
    11. Markus Beckmann & Stefan Hielscher & Ingo Pies, 2014. "Commitment Strategies for Sustainability: How Business Firms Can Transform Trade‐Offs Into Win–Win Outcomes," Business Strategy and the Environment, Wiley Blackwell, vol. 23(1), pages 18-37, January.
    12. Keith Weigelt & Colin Camerer, 1988. "Reputation and corporate strategy: A review of recent theory and applications," Strategic Management Journal, Wiley Blackwell, vol. 9(5), pages 443-454, September.
    13. David J. Collis, 1994. "Research Note: How Valuable are Organizational Capabilities?," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 143-152, December.
    14. Scott L. Newbert, 2007. "Empirical research on the resource‐based view of the firm: an assessment and suggestions for future research," Strategic Management Journal, Wiley Blackwell, vol. 28(2), pages 121-146, February.
    15. Jay B. Barney, 1986. "Strategic Factor Markets: Expectations, Luck, and Business Strategy," Management Science, INFORMS, vol. 32(10), pages 1231-1241, October.
    16. Penrose, Edith, 2009. "The Theory of the Growth of the Firm," OUP Catalogue, Oxford University Press, edition 4, number 9780199573844.
    17. Eugenio Pomarici & Riccardo Vecchio & Angela Mariani, 2015. "Wineries’ Perception of Sustainability Costs and Benefits: An Exploratory Study in California," Sustainability, MDPI, vol. 7(12), pages 1-11, December.
    18. Bowman, Cliff & Ambrosini, Veronique, 2007. "Identifying Valuable Resources," European Management Journal, Elsevier, vol. 25(4), pages 320-329, August.
    19. Margaret A. Peteraf & Jay B. Barney, 2003. "Unraveling the resource-based tangle," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 24(4), pages 309-323.
    20. Sara Rinaldi & Emanuele Bonamente & Flavio Scrucca & Maria Cleofe Merico & Francesco Asdrubali & Franco Cotana, 2016. "Water and Carbon Footprint of Wine: Methodology Review and Application to a Case Study," Sustainability, MDPI, vol. 8(7), pages 1-17, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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. 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.
    4. 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.
    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Judith Cavazos-Arroyo & Rogelio Puente-Diaz, 2019. "The Influence of Marketing Capability in Mexican Social Enterprises," Sustainability, MDPI, vol. 11(17), pages 1-15, August.
    2. Kraaijenbrink, Jeroen & Spender, JC & Groen, Aard, 2009. "The resource-based view: A review and assessment of its critiques," MPRA Paper 21442, University Library of Munich, Germany.
    3. Nicolaï Foss & Nils Stieglitz, 2012. "Modern Resource-based Theory(ies)," Chapters, in: Michael Dietrich & Jackie Krafft (ed.), Handbook on the Economics and Theory of the Firm, chapter 20, Edward Elgar Publishing.
    4. Chi‐Hyon Lee & Manuela N. Hoehn‐Weiss & Samina Karim, 2021. "Competing both ways: How combining Porter's low‐cost and focus strategies hurts firm performance," Strategic Management Journal, Wiley Blackwell, vol. 42(12), pages 2218-2244, December.
    5. Abel D Alonso, 2019. "Resources, competitiveness, and socioeconomic development: The case of a South American emerging economy," Local Economy, London South Bank University, vol. 34(1), pages 68-87, February.
    6. Calvo, Nuria & Monje-Amor, Ariadna & Villarreal, Oskar, 2022. "When your value proposition is to improve others' energy efficiency: Analyzing the internationalization dilemma of eco-innovations in SMEs," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    7. Roland Bel, 2018. "A property rights theory of competitive advantage," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1678-1703, June.
    8. Luís Cabral, 2018. "We’re Number 1: Price Wars for Market Share Leadership," Management Science, INFORMS, vol. 64(5), pages 2013-2030, May.
    9. Nils Grashof, 2020. "Sinking or swimming in the cluster labour pool? A firm-specific analysis of the effect of specialized labour," Jena Economics Research Papers 2020-006, Friedrich-Schiller-University Jena.
    10. Richard J. Arend & Moren Lévesque, 2010. "Is the Resource-Based View a Practical Organizational Theory?," Organization Science, INFORMS, vol. 21(4), pages 913-930, August.
    11. Nicolai J. Foss, 2002. "The Strategy and Transaction Cost Nexus Past Debates, Central Questions, and Future Research Possibilities," DRUID Working Papers 02-04, DRUID, Copenhagen Business School, Department of Industrial Economics and Strategy/Aalborg University, Department of Business Studies.
    12. Richard J. Arend, 2020. "Getting Nothing from Something: Unfulfilled Promises of Current Dominant Approaches to Entrepreneurial Decision-Making," Administrative Sciences, MDPI, vol. 10(3), pages 1-22, August.
    13. Chih-Yi, Su & Bou-Wen, Lin, 2021. "Attack and defense in patent-based competition: A new paradigm of strategic decision-making in the era of the fourth industrial revolution," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    14. Alp Eren Yurtseven & Mehmet Teoman Pamukçu, 2022. "Innovation patterns in firms and intra-industry heterogeneity empirical evidence from Turkey," Evolutionary and Institutional Economics Review, Springer, vol. 19(2), pages 645-679, September.
    15. Andersén, Jim, 2021. "A relational natural-resource-based view on product innovation: The influence of green product innovation and green suppliers on differentiation advantage in small manufacturing firms," Technovation, Elsevier, vol. 104(C).
    16. Santiago Ferro Moreno & Santiago Agustin Pérez, 2023. "Strategic Management of the Agro-Industrial Network of first Transformation in La Pampa, Argentina," Working Papers 278, Red Nacional de Investigadores en Economía (RedNIE).
    17. Grashof, Nils, 2020. "Putting the watering can away Towards a targeted (problem-oriented) cluster policy framework," Papers in Innovation Studies 2020/4, Lund University, CIRCLE - Centre for Innovation Research.
    18. Mohamed Mansouri & Cheklekbire Malainine & Hayat Souti & Ikram Cadimi, 2022. "Dynamic capabilities, competitiveness and performance of small and medium-sized enterprises: a systematic literature review [Capacités dynamiques, compétitivité et performance des petites et moyenn," Post-Print hal-03794567, HAL.
    19. W. David Allen & Donald J. Schepker & Clint Chadwick, 2022. "Firms' responses to changes in frictions in related human capital factor markets," Strategic Management Journal, Wiley Blackwell, vol. 43(7), pages 1347-1373, July.
    20. Ferreira, João J.M. & Fernandes, Cristina I. & Ferreira, Fernando A.F., 2022. "What makes organizations unique? Looking inside the box," Journal of Business Research, Elsevier, vol. 139(C), pages 664-674.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1483-:d:212756. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.