Old World Wineries and Market Orientation: Empirical Evidence From the Italian Wine Industry

Abstract: In the growing competition between Old and New World wine-producing countries, the Old World countries are definitely suffering. After a brief description of the competitive enviroment and the new challenges for Old World wineries, this chapter provides a framework (strategic maps) for understanding wineries’ competitive strategies. We focus on Italian wineries to check the validity of the key resources on which their competitive advantage is based. Results of two focus groups with Italian winemakers and professionals outline the typical problems and limitations that occur while formulating a strategy. Recommendations for industry and practitiones conclude this chapter.