Diego Begalli, Stefano Codurri and Davide Gaeta
This paper aims to investigate the level of internet marketing in use and the web marketing strategies models implemented by the Italian Speciality Wineries (ISWs).
Abstract
Purpose
This paper aims to investigate the level of internet marketing in use and the web marketing strategies models implemented by the Italian Speciality Wineries (ISWs).
Design/methodology/approach
The paper surveyed a sample of 272 high quality wineries. The analysis of the existing web sites has been conducted through an adapted 7Cs model. The 7Cs model data analysis has been developed both at a univariate and a multivariate level. The entrepreneur's perception of internet marketing has been analysed through a market research questionnaire.
Findings
The use of internet marketing by the ISWs is at an initial stage. “Show‐case” is the main purpose while functionality is the most important web site characteristic. Five groups of wineries have been identified through cluster analysis. The web marketing approaches implemented revolve around the choice to effect online sales. The web marketing strategies map highlights that the future development of the ISWs web marketing models goes in two different directions. The entrepreneur's perception of quality of the web site is identified in navigability parameters.
Originality/value
The paper contributes to a greater knowledge of the strategic web marketing models utilized by Italian speciality wineries. It also discusses the entrepreneur's perception of internet marketing.
Details
Keywords
Davide Settembre Blundo, Anna Lucia Maramotti Politi, Alfonso Pedro Fernández del Hoyo and Fernando Enrique García Muiña
The purpose of this paper is to explore the application of a hermeneutic-based approach as innovative way to study the Cultural Heritage management in a mesoeconomic space.
Abstract
Purpose
The purpose of this paper is to explore the application of a hermeneutic-based approach as innovative way to study the Cultural Heritage management in a mesoeconomic space.
Design/methodology/approach
The paper builds a theoretical framework based on the analysis of relevant literature in the field of cultural economics, heritage economics and conservation and restoration techniques. Then, after having defined the conceptual hypothesis, a hermeneutical interpretative model is designed for the analysis of the processes of Cultural Heritage management with particular regard to the strategies of stakeholder engagement.
Findings
The research shows how the mesoeconomic space is that border area where it is possible to solve more easily the conflicts that arise as a result of the different expectations of stakeholders. Hermeneutical analysis, applied in iterative form, allows us to find common connections, points of contact and convergences between the interpretative horizons of the various stakeholders.
Practical implications
The application of the interpretative model allows the identification of the expectations of stakeholders, improving the knowledge of the tangible and intangible attributes of works of art, in order to design appropriate interventions of restoration, conservation and valorization.
Social implications
The new model of analysis, based on hermeneutic methodology, is designed to understand and describe the social and economic relations between the different stakeholders involved in the management of Cultural Heritage.
Originality/value
This paper examines for the first time the Cultural Heritage sector within the mesoeconomic area between the micro and the macroeconomy. In addition to this mesoeconomic analysis and conceptual approach, the authors introduce as methodology the economic hermeneutics that represents an innovative tool in the field of economic and business disciplines.