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From Winemaking to Wine Tourism: A Business Model Innovation. The Role of Value in Business Model Trajectory

In: Technology Advances and Innovation in Wine Tourism

Author

Listed:
  • Émilie Ruiz

    (Savoie Mont Banc University)

  • Romain Gandia

    (Savoie Mont Banc University)

Abstract

In the past decade, the wine industry has gradually moved towards wine tourism by developing new business models to remain competitive and better meet current consumers’ needs. However, in such a highly competitive industry, impacted by an important historical heritage, strong social practices and an ethnic culture, strategic diversification can be complex. This chapter seeks to better understand how diversifying into wine tourism can lead winemakers to a Business Model Innovation (BMI), studying more particularly the role of values in the strategic trajectories of winemakers BMs. Studying the case of a family firm, La Maison Guigal, we show how a winemaker can gradually transform its historical business model into a true portfolio of connected business models where wine tourism is based on a local ecosystem delivering the firm’s historical, cultural, social and economic values. Our qualitative data also reveals the interdependent relationship between these values and their role in the strategic trajectory. We thus contribute both to the literature on the wine industry and to research on business model dynamic.

Suggested Citation

  • Émilie Ruiz & Romain Gandia, 2023. "From Winemaking to Wine Tourism: A Business Model Innovation. The Role of Value in Business Model Trajectory," Springer Books, in: Marianna Sigala & Coralie Haller (ed.), Technology Advances and Innovation in Wine Tourism, pages 211-229, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-8277-4_13
    DOI: 10.1007/978-981-19-8277-4_13
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