Managerial problems and growth opportunities for small wineries in marketing alliance: results of an exploratory analysis
Journal title ARGOMENTI
Author/s Silvio Cardinali
Publishing Year 2012 Issue 2012/34
Language Italian Pages 20 P. 103-123 File size 744 KB
DOI 10.3280/ARG2012-034005
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This paper analyzes the main characteristics of small wine producers and their marketing and managerial problems in an international competitive context. The author carried out an exploratory research in a group of small high quality wine producers who follow a specific farming technique. After reviewing the marketing literature on SME producers, the results of the survey will be presented. The main focus of the paper is to check whether cooperation among small producers could create a way to increase competitiveness and to develop new skills.
Keywords: Wine marketing, wine cluster, marketing coalition.
Jel codes: J11, J61, R23.
Silvio Cardinali, Problematiche di gestione ed opportunità di crescita delle piccole imprese agroalimentari: un’analisi sui viniviticultori minori e le alleanze in "ARGOMENTI" 34/2012, pp 103-123, DOI: 10.3280/ARG2012-034005