Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy

In the wine sector, the choice of a sustainable strategy based on smart marketing has gained more relevance due to the growing importance of sustainability. The literature illustrates a multiplicity of perspectives, wherever firms are committed to improving sustainability and market performance. Thi...

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Main Authors: Luigi Galletto, Luigino Barisan
Format: Article
Language:English
Published: MDPI AG 2019-03-01
Series:Sustainability
Subjects:
Online Access:http://www.mdpi.com/2071-1050/11/5/1483
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spelling doaj-ba3c9560eea648718489a144e209a9372020-11-25T02:15:00ZengMDPI AGSustainability2071-10502019-03-01115148310.3390/su11051483su11051483Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in ItalyLuigi Galletto0Luigino Barisan1Interdepartmental Research Center for Viticulture and Enology, Via XXVIII Aprile 14, 31015 Conegliano, ItalyInterdepartmental Research Center for Viticulture and Enology, Via XXVIII Aprile 14, 31015 Conegliano, ItalyIn the wine sector, the choice of a sustainable strategy based on smart marketing has gained more relevance due to the growing importance of sustainability. The literature illustrates a multiplicity of perspectives, wherever firms are committed to improving sustainability and market performance. This exploratory paper aims to make sense of the extant literature by analysing 10 case studies in Italy, focusing on sustainable competitive resources and strategies, considering the role of CF (Carbon Footprint) as a crucial factor. The research has considered a complementary theoretical framework based on both Resource-Based Theory and Competitive Advantage Theory. Data were analysed by descriptive statistical techniques. The results show a bundle of unique resources and strategies in pursuing firm performance, wherever CF may lead to significant sustained competitive advantages in firms’ value capture (ex. image and reputation and customers’ relationships loyalty, entrance into new foreign markets). Findings highlight that perceiving the costs and benefits of investments in lowering CF may guide to a more accurate understanding of the value-creating from the different type of eco-innovation for building tailor-made communicational and marketing strategies.http://www.mdpi.com/2071-1050/11/5/1483winemakingvalue capture mechanismphysical capital resourcesemission reduction practiceseco-innovationenvironmental impact
collection DOAJ
language English
format Article
sources DOAJ
author Luigi Galletto
Luigino Barisan
spellingShingle Luigi Galletto
Luigino Barisan
Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy
Sustainability
winemaking
value capture mechanism
physical capital resources
emission reduction practices
eco-innovation
environmental impact
author_facet Luigi Galletto
Luigino Barisan
author_sort Luigi Galletto
title Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy
title_short Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy
title_full Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy
title_fullStr Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy
title_full_unstemmed Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy
title_sort carbon footprint as a lever for sustained competitive strategy in developing a smart oenology: evidence from an exploratory study in italy
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2019-03-01
description In the wine sector, the choice of a sustainable strategy based on smart marketing has gained more relevance due to the growing importance of sustainability. The literature illustrates a multiplicity of perspectives, wherever firms are committed to improving sustainability and market performance. This exploratory paper aims to make sense of the extant literature by analysing 10 case studies in Italy, focusing on sustainable competitive resources and strategies, considering the role of CF (Carbon Footprint) as a crucial factor. The research has considered a complementary theoretical framework based on both Resource-Based Theory and Competitive Advantage Theory. Data were analysed by descriptive statistical techniques. The results show a bundle of unique resources and strategies in pursuing firm performance, wherever CF may lead to significant sustained competitive advantages in firms’ value capture (ex. image and reputation and customers’ relationships loyalty, entrance into new foreign markets). Findings highlight that perceiving the costs and benefits of investments in lowering CF may guide to a more accurate understanding of the value-creating from the different type of eco-innovation for building tailor-made communicational and marketing strategies.
topic winemaking
value capture mechanism
physical capital resources
emission reduction practices
eco-innovation
environmental impact
url http://www.mdpi.com/2071-1050/11/5/1483
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AT luiginobarisan carbonfootprintasaleverforsustainedcompetitivestrategyindevelopingasmartoenologyevidencefromanexploratorystudyinitaly
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