IDEAS home Printed from https://ideas.repec.org/a/ids/ijgsbu/v11y2020i4p373-390.html
   My bibliography  Save this article

Digital marketing strategies in the Italian wine sector

Author

Listed:
  • Vladi Finotto
  • Christine Mauracher

Abstract

The diffusion of digital instruments as means to communicate and sell products and services attracted the interest of academics and professionals in recent years. Digital marketing strategies are seen as beneficial in the wine industry, especially for small wineries, given the richness they allow in the communication of products and terroirs, their purported affordability vis-à-vis traditional marketing strategies, and the access they provide to international markets. Consensus on the importance of digital marketing is high, but the reality is sober: many wineries are lagging behind in adopting digital tools. Based on an exploratory study of 113 small and medium sized Italian wineries, the paper identifies organisational factors that influence the use of digital tools in marketing strategies: size, familiarity with various areas of digital marketing, number of employees and longevity of the firm.

Suggested Citation

  • Vladi Finotto & Christine Mauracher, 2020. "Digital marketing strategies in the Italian wine sector," International Journal of Globalisation and Small Business, Inderscience Enterprises Ltd, vol. 11(4), pages 373-390.
  • Handle: RePEc:ids:ijgsbu:v:11:y:2020:i:4:p:373-390
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=110806
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

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


    Cited by:

    1. Giorgio Stefano Bertinetti, 2023. "Changes in SMEs financing: risks and opportunities for agro-food companies," Economia agro-alimentare, FrancoAngeli Editore, vol. 25(2), pages 15-30.

    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:ids:ijgsbu:v:11:y:2020:i:4:p:373-390. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=37 .

    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.