Abstract

The wine business is characterized by it strong complexity (Orth & Lockshin, 2007) and by innovative dynamics that are affecting wineries’ strategies (Choelette et al, 2008). Marketing innovation can be considered as a tool for maintaining competitive advantage and achieve growth (Chen, 2006) as well as a way to overcome market crisis (Naidoo, 2010). The aim of the paper is to investigate the relationship between marketing innovation and orientation to sustainability in the wine supply chain: a sample of 280 wineries in Apulia region (in southern Italy) was analyzed by means of an on line survey. 204 were the respondents. A correlation analysis - Pearson's Correlation matrix - was performed in order to highlight significant relationships between the selected variables.

Autore Pugliese

• Contò Francesco

Tutti gli autori

• Contò F. Rabino S. Silvestri R. Fiore M. Pellegrini G

Titolo volume/Rivista

Non Disponibile

Anno di pubblicazione

2015

ISSN

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ISBN

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Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

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Numero di citazioni Scopus

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Ultimo Aggiornamento Citazioni

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Settori ERC

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Codici ASJC

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