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The dual role of blockchain in mediating credence attributes and moderating sensing capabilities in the wine sector

Michael Paul Kramer (Department of Wine and Beverage Business, Hochschule Geisenheim University, Geisenheim, Germany)
Nino Adamashvili (Department of Agricultural, Food and Forest Sciences, University of Palermo, Palermo, Italy)
Demetris Vrontis (Gnosis: Mediterranean Institute for Management Science, School of Business, University of Nicosia, Nicosia, Cyprus and S P Jain School of Global Management – Singapore Campus, Singapore, Singapore)
Jon H. Hanf (Department of Wine and Beverage Business, Hochschule Geisenheim University, Geisenheim, Germany)
Antonino Galati (Department of Agricultural, Food and Forest Sciences, University of Palermo, Palermo, Italy)

International Journal of Organizational Analysis

ISSN: 1934-8835

Article publication date: 18 October 2024

55

Abstract

Purpose

This study aims to investigate the dynamic capabilities of wineries, focusing on sensing and its role in enabling digital innovation. Furthermore, it explores the role of blockchain technology (BCT) in validating credence attributes of wine, emphasising blockchain as a strategic asset that enhances the ability of wineries to innovate and respond to changing market conditions.

Design/methodology/approach

The study adopts an exploratory approach based on a longitudinal, single-case study of the Argentinian Costaflores Organic Winery.

Findings

Findings reveal that integrating digital disruptive innovations such as blockchain can strategically position wineries to better meet emerging consumer preferences and market trends. Blockchain simultaneously acts as both a mediator and a moderator. As a mediator, it facilitates the validation of credence attributes of wine such as authenticity and sustainability, enhancing customer trust and loyalty. As a moderator, it influences the strength and effectiveness of the relationship between sensing and innovation capabilities. This enables wineries to more effectively respond to changing consumer requirements and market trends and improve operational performance.

Research limitations/implications

The study was limited by its focus on a single case study of the Argentinian Costaflores Organic Winery, which may affect the generalisability of the findings. However, the study provides valuable insights into the strategic adaptation and competitive positioning of wineries in response to the continuing market challenges. It significantly contributes to the understanding of integrating digital disruptive innovations as strategic assets in the agri-food sector, particularly in the wine sector.

Originality/value

This study addresses a significant research gap by exploring how BCT facilitates the organisation of sensing capabilities. It contributes to the understanding of how the wineries’ sensing capabilities both influence and are influenced by the adoption of BCT, particularly in the context of innovation enabling and improved operational performance.

Keywords

Acknowledgements

This research was funded under the WE-BEST project, Cod. 2020LMWF9Y_003, funded by the Italian Ministry of University and Research, Project of Relevant National Interest (PRIN). The funders had no role in study design, data collection and analysis, decision to publish or preparation of the manuscript.

Citation

Kramer, M.P., Adamashvili, N., Vrontis, D., Hanf, J.H. and Galati, A. (2024), "The dual role of blockchain in mediating credence attributes and moderating sensing capabilities in the wine sector", International Journal of Organizational Analysis, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOA-08-2024-4737

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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