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Article
Publication date: 4 September 2017

Maria De Salvo, Diego Begalli, Roberta Capitello, Lara Agnoli and Efthalia Tabouratzi

The purpose of this paper is to identify the main determinants of winegrowers’ profitability in Eastern Europe with the ultimate purpose to improve the wine industry…

Abstract

Purpose

The purpose of this paper is to identify the main determinants of winegrowers’ profitability in Eastern Europe with the ultimate purpose to improve the wine industry competitiveness.

Design/methodology/approach

The research is focussed on the Moldova region (Romania), a little studied wine-growing area that presents potential for the future development of the wine industry. A hierarchical approach is applied to consider the simultaneous effects of climate aspects, vineyard features, winegrowers’ characteristics and management practices on vineyards’ profitability. The model is based on data from 274 vineyards managed by 64 winegrowers, where 32 different grape varieties are cultivated in different districts. Different scenarios are simulated and alternative policies are analysed.

Findings

Climate aspects and human factors, particularly the educational level and type of agriculture practiced, emerge as main determinants. Farmers’ climate change perceptions also have a primary role. The grape variety affects profitability differences across vineyards at a lower extent.

Research limitations/implications

The study suggests an approach easily replicable to other viticultural contexts.

Practical implications

Results are useful for policymakers in order to forecast the impact of policies devoted to improving the wine industry competitiveness in Eastern Europe.

Originality/value

The study presents a micro-scale analysis in which the effects of climate aspects, vineyard features, winegrowers’ characteristics and management practices are simultaneously estimated. It also produces new knowledge in a little studied wine region.

Details

EuroMed Journal of Business, vol. 12 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

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Article
Publication date: 4 June 2019

Christopher Karl Köhr, Armando Maria Corsi, Roberta Capitello and Gergely Szolnoki

This study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family…

Abstract

Purpose

This study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family businesses in the wine sector in three countries.

Design/methodology/approach

A survey by questionnaire was undertaken with 123 wineries in Australia, Germany and Italy. Multiple-item measurement scales and multiple regression models were used to investigate mediation effects.

Findings

The findings indicate a marked influence of organizational systems and family culture on financial performance. Market orientation fully mediates the effect of family culture and partially mediates the effect of organizational systems on financial performance.

Practical implications

From a managerial perspective, this research indicates the central role of family culture when evaluating a firm’s capabilities and potential in the long term. The findings and their implications are of immediate concern for family firms in the wine sector.

Originality/value

For the first time, the antecedents of market orientation are investigated through simultaneous application of two key frameworks from marketing research and family business research in a single joint analysis.

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Article
Publication date: 12 March 2019

Roberta Capitello, Claudia Bazzani and Diego Begalli

This study aims to focus on consumers’ preferences towards rosé wine and explore whether and how the consumption context may influence consumers’ choices.

Abstract

Purpose

This study aims to focus on consumers’ preferences towards rosé wine and explore whether and how the consumption context may influence consumers’ choices.

Design/methodology/approach

Using social networks platform, the authors conducted a choice experiment, to evaluate Italian consumers’ preferences for a glass of rosé in two consumption contexts, restaurant and wine bar. Characteristics of the rosé wine also included price, origin and type of wine. The authors applied a latent class analysis to define rosé wine consumers’ segments and incorporated personality traits in the model.

Findings

The results define three rosé wine drinkers’ profiles: “Wine bar visitors”, “The unenthusiastic” and “Restaurant visitors”. Socio-demographic characteristics and personality traits significantly affect consumers’ membership to the different segments. Who prefers to drink a rosé glass at the wine bar is younger, more opened to new experiences and, therefore, more inclined towards more sophisticated choices. Consumers at the restaurants tend to be more extrovert and sensitive to price.

Practical implications

This study offers insight for practitioners of both wine and hospitality industries in the development of strategies for new products market placement and, at the same time, for academics who are interested in the understanding of behavioural reasoning of consumers’ wine purchase choices.

Originality/value

This research investigates the effect of consumption context on individuals’ preference formation for a less familiar wine, such as rosé in Italy. To the authors’ knowledge, no previous studies explored how personality traits may affect consumers’ wine consumption context choices.

Details

International Journal of Wine Business Research, vol. 31 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 13 July 2015

Roberta Capitello, Lara Agnoli and Diego Begalli

This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice…

Abstract

Purpose

This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from new inexperienced markets and from new generations.

Design/methodology/approach

The reasoned action approach is applied to wine consumer, and two parallel surveys using a questionnaire have been conducted with a sample of the Missouri population – representing new consumers – and a sample of the young Italian population – representing young consumers located in traditional consuming countries. Two research hypotheses are tested.

Findings

The hypothesis testing reveals two effects. The age effect creates similarities in the decision-making process structure, and attitude and subjective norm have the same weight in influencing behavioural intention. The novice effect creates differences in the structure; however, similarities exist at a more basic level than that of attitude and subjective norm, in salient beliefs and salient referents.

Practical implications

The study highlights that penetration of these consumer segments should pursue different marketing approaches: educational goals for young people from new markets, an experiential marketing approach to improve the link between product and producer for new consumers and emphasis on cultural aspects of the product in a “young manner” for young consumers from traditional consuming markets.

Originality/value

For the first time in the literature, this study analyses commonalities and peculiarities in the decision-making process of novice consumers.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 17 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article
Publication date: 7 June 2011

Lara Agnoli, Diego Begalli and Roberta Capitello

This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption…

Abstract

Purpose

This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country.

Design/methodology/approach

The study applied the multinomial logit model involving a sample of Generation Y alcohol consumers in a city in Northern Italy. Choice sets were constructed using the Bayesian efficient design, and each choice set included four consumption situations: at bars or pubs, at discos, at home and at restaurants or pizzerias.

Findings

Generation Y is aware of the different functions of alcoholic beverages in different consumption situations. Further, the type of company they keep influences their choice of beverage. Wine is the preferred drink in situations or occasions of conviviality or hospitality. However, this result only partly follows the traditional model of wine consumption. Segmentation elements are highlighted by considering gender and age.

Practical implications

The research identifies some advantages of wine over other types of alcoholic beverages and some weaknesses in the strategies of wine companies. Consequently, six marketing topics emerge in order to develop a constructive relationship with Generation Y in Italy.

Originality/value

This paper applies discrete choice models to consumption situations in order to analyse the variety of contexts, components and products compared with Generation Y's preferences. It analyses the role of consumption situations in driving behaviour choices towards alcoholic beverages.

Details

International Journal of Wine Business Research, vol. 23 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 1 August 2016

Lara Agnoli, Roberta Capitello, Maria De Salvo, Alberto Longo and Marco Boeri

In 2012, the European food industry was hit by a food fraud: horsemeat was found in pre-prepared foods, without any declaration on the package. This is commonly referred…

Abstract

Purpose

In 2012, the European food industry was hit by a food fraud: horsemeat was found in pre-prepared foods, without any declaration on the package. This is commonly referred to as the “horsemeat scandal”. The purpose of this paper is to investigate consumers’ preferences across Europe for a selected ready meal, ready to heat (RTH) fresh lasagne, to consider whether the effects of potential food frauds on consumers’ choices can be mitigated by introducing enhanced standards of RTH products.

Design/methodology/approach

An online survey was administered to 4,598 consumers of RTH lasagne in six European countries (Republic of Ireland, France, Italy, Spain, Germany and Norway), applying discrete choice experiments to estimate consumers’ willingness to pay for enhanced food safety standards and highlight differences between countries.

Findings

Many similarities across countries emerged, as well as some differences. Consumers in Europe are highly concerned with the authenticity of the meat in ready meals and strongly prefer to know that ingredients are nationally sourced. Strong regional differences in price premiums exist for enhanced food safety standards.

Originality/value

This research adds relevant insights in the analysis of consumers’ reaction to food fraud, providing practical guidelines on the most appropriate practices that producers should adopt and on the information to reduce food risk perception among consumers. This would prove beneficial for the food processing industry and the European Union. The survey is based on a representative sample of European consumers making this the largest cross-country study of this kind.

Details

British Food Journal, vol. 118 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 7 March 2016

Lara Agnoli, Roberta Capitello and Diego Begalli

The purpose of this paper is to advance the understanding of the decision-making process of consumers from novice markets facing the choice of a complex product like wine…

Abstract

Purpose

The purpose of this paper is to advance the understanding of the decision-making process of consumers from novice markets facing the choice of a complex product like wine, explaining the determinants of their consumption intention and behaviour. It also aims to understand the link between product attributes and consumption intention and behaviour, analysing the role played by intrinsic and extrinsic cues.

Design/methodology/approach

This study applies the theory of planned behaviour considering that individuals do not always have complete control of wine consumption behaviour, especially when they come from a novice market. A questionnaire survey, preceded by an exploratory phase, was conducted in St Louis, Missouri, a novice market for wine.

Findings

This study identifies a novice consumer whose choice of a complex product is driven by experiential attitude towards the product more than the conditioning of referents, and even more than the perceived behavioural control and the interconnected concept of risk. The risk is perceived to a greater extent when it has to do with the functional nature of the product linked to its sensory component, rather than with its social or health connotations.

Originality/value

This study assesses the role of intrinsic and extrinsic cues and of the perceived behavioural control, assumed as closely interconnected with the concept of risk, in explaining wine consumption intention and behaviour. Perceived behavioural control was omitted by previous studies applying the reasoned action approach to explain wine consumption behaviour.

Details

British Food Journal, vol. 118 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 1 July 2014

Roberta Capitello, Lara Agnoli, Diego Begalli and Stefano Codurri

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian…

Abstract

Purpose

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image.

Design/methodology/approach

The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget.

Findings

The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives.

Research limitations/implications

The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results.

Originality/value

The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

Details

EuroMed Journal of Business, vol. 9 no. 2
Type: Research Article
ISSN: 1450-2194

Keywords

Content available
Article
Publication date: 7 June 2011

Simone Mueller and Steve Charters

Abstract

Details

International Journal of Wine Business Research, vol. 23 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 8 January 2018

Mark A. Bonn, Meehee Cho and Hyemi Um

Wine as a research topic continues to address a plethora of diverse contexts. In consideration of this scope and abundance of wine literature, this study aims to provide…

Abstract

Purpose

Wine as a research topic continues to address a plethora of diverse contexts. In consideration of this scope and abundance of wine literature, this study aims to provide guidance for future meaningful contributions to this existing body of wine knowledge through a comprehensive scholarly review.

Design/methodology/approach

A total of 22 wine business, hospitality and tourism journals were selected and used to identify 739 refereed articles addressing wine-related topics over a 26-year period from 1990 to 2015. This was segmented using five wine research time frames, which were then separately investigated using content analysis and keyword network analysis.

Findings

Results support the importance for continued refinement of certain research areas to add understanding to wine research. In particular, the topics of marketing and tourism pertaining to wine research have fragmented into much more specialized sub-segments over this 26-year period.

Research limitations/implications

Limitations include generalizability of findings because of the study’s use of 22 journals, along with the selected 26-year period. Future research should examine other time periods using other publications in peripheral and in non-related areas to seek topics potentially and inadvertently overlooked by this process. Significant topics and trends regarding wine research were identified and classified according to time periods. Information has been provided for future directions and new research agendas.

Originality/value

Based upon an examination of time periods segmented by half-decades, keyword network analysis was used to explore wine research trends. Using keyword network analytics, this method for identifying networks between key words produced findings that have brought the literature regarding wine research to a current status allowing academics to gain insights into potential direction for future research needs.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

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