Marketing in the Wine Business: Present Challenges and Future Developments
Submission Deadlines: Abstract: 31 December 2017 – Full Paper: 1 June 2018
Guest Co-Editors: Lorenzo Zanni, University of Siena, Italy / Tommaso Pucci, University of Siena, Italy
The wine business, besides being and economically important industry for many Countries, is an extraordinary field of research for management and marketing scholars (Orth et al., 2007).
The wine industry allows interesting reflections, virtually, on all the aspects of a business: governance issues (e.g. family vs. non-family firms), entrepreneurial orientations (e.g. innovation orientation, sustainability orientation), supply chain management, distribution channels, brand management, communication strategies, international marketing, consumer behaviour and so on. In the last decades, the global wine scenario has been undergoing a radical change due to: the entrance of non-traditional producing and consuming countries, the innovation of production processes fostered by new technologies and research results (ICT and digitalization, green technologies, green biotech, genetics, big data analytics, etc.), the change in consumption models boosted by the advent of Internet and social networks.