Measuring the value of the wine productive chain: toward the development of a model of analysis - This study presents the theoretical construct named "extended productive chain" as a model that may possibly be used in order to express and measure the value of the multiple relationships and interrelationships existing among economic activities. When applied to the wine productive chain, the model shows the relevance and value that the latter is able to create because of its effects on both some linked productive chains (e.g. bottles, tops, labels), and other correlated ones (e.g. publishing, food and beverage, tourism). This value is also due to its intangible components (e.g. reputation, "made in Italy" image worldwide). Besides, the present study sheds light on some criticalities related to the Italian wine productive chain, whose relational components may turn from synergic factors into channels of contagion and diffusion of negative effects among different productive chains. Thus, this contribution leads to reflect about the need for institutional actors, professional associations, and firms to develop and strengthen their planning skills in order to protect and re-create the value induced by the wine productive chain within a changing environment over time.
Keywords: Value chain, extended value-added, wine industry