Supply chain organization and strategic decision for Organization and strategic choices for the valorization of Appellation of Origin wines

Author/s Giulio Malorgio, Cristina Grazia, Carla De Rosa
Publishing Year 2011 Issue 2011/1-2 Language Italian
Pages 24 P. File size 342 KB
DOI 10.3280/ECAG2011-001016
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The objective of this paper is to analyze the supply chain organization of Appellation of Origin wines, identify the typologies of economic agents and characterize their strategic behaviour, in order to identify the link between product range choices, procurement strategies and typologies of vertical relationship along the production, processing and bottling stages. The aim is to identify the possible strategic options for the valorization of Appellations of Origin on the final market. We first provide a descriptive analysis of the wine bottling stage, by distinguishing bottlers according to the types of vertical relationship with upstream production and processing stages. Afterwards, we describe bottlers’ structural characteristics and strategic decisions concerning product range and procurement strategies. Then, a cluster analysis is conducted, in order to identify typologies of bottlers, according to structural and organizational characteristics and strategic decision. On the basis of the clusters identified, a description of the possible strategic options for the valorization of Appellations of Origin is then provided.

Keywords: Quality, vertical relationship, wine bottling sector, appellations of origin

Jel codes: L66, Q12

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Giulio Malorgio, Cristina Grazia, Carla De Rosa, Forme organizzative e scelte strategiche per la valorizzazione dei vini a Denominazione di Origine in "ECONOMIA AGRO-ALIMENTARE" 1-2/2011, pp , DOI: 10.3280/ECAG2011-001016