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This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria.

All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions.

Results suggest that wineries and stakeholders should apply territory-based marketing strategies to add value to passito wine, the symbol of the island. Synergistically, Pantelleria, through the use of its symbolic product, may enhance its touristic activities. This approach provides useful elements to evaluate the potential of communication in other regions with extreme agriculture, with other agro-food products to promote, due to the replicability of the method.

A limitation of this study is the application of the AGIL method to a population of wineries located in a small wine region; however, regions where heroic agriculture is practiced are generally small.

The findings demonstrate a unique approach that provides an alternative form of wine communication strategy, in which the extreme territory becomes the communication tool of the product linked to it, adding value, regardless of the brand, while, simultaneously, the product becomes the symbol of the territory.

It contributes to the literature by providing the first application of the AGIL scheme to the wine sector, and it shows a new approach for communication strategies in wine marketing.

The main objective of this study is to analyze consumers’ willingness to pay (WTP) for country-of-origin (COO) labels of two processed food products, disentangling the value of information (VOI) that consumers place on COO information from the value they place on specific countries of origin.

A convenience sample of 96 university students completed a face-to-face experiment that included a multiple price list and a discrete choice experiment. Data are analyzed employing interval censored regressions, and random parameter logit models.

Our results indicate that, on average, consumers place a higher value on origin information when a country name is explicitly mentioned. Furthermore, COO information is, on average, more relevant to consumers for products with low involvement than for products with high involvement. Finally, the effect of ethnocentrism is heterogeneous across product categories.

Mandatory COO labeling may or may not reinforce domestic bias, depending on the rationale behind consumer support. If consumers are driven by blind ethnocentrism, it may lead to market inefficiencies. However, if they use COO as a cue to align their stated preferences with their choices, it will not. For this alignment to occur, consumers must be fully informed about product attributes, which requires new and smart methods of communicating product attributes.

The present study contributes to the literature on COO food labels, being the first in Italy to disentangle the VOI consumers place on origin information itself from the value they place on specific countries of origin. In addition, it is the first study that applies this methodology across different product categories, each of which has a different level of cultural sensitivity to consumers.

The aim of this paper is to analyze the relationships between distribution strategies and the level of innovation propensity in the winemaking industry. It intends to identify the existence of patterns around the way wineries innovate and the way distribution channels are used. These determinants can support or constrain wineries’ behaviors in their strategic choices related to distribution channels.

The sample comprised 191 Italian small- to medium-sized enterprises in the wine industry. First, a two-step cluster analysis was used to identify patterns in the level of innovation propensity and differences in distribution channel strategies. Second, the research question was tested using multinomial logit regression.

Five clusters of innovation propensity were identified, varying from “no propensity to innovate” to “propensity for radical innovation”, and three clusters of distribution channel strategies were found. A significant negative relationship between innovation propensity and distribution channel strategies was revealed. This means that the greater the propensity to innovate, the smaller the need for a wholesale distribution option.

As with most research, there are limitations to this study. First, the sample is from only one country. A second limitation is the sample size (191 Italian firms). A sample including large firms can be used to further validate the findings. Linked to the sample, another possible limitation is that all respondents were small- and medium-sized enterprises from a single industry.

This study contributes to the current innovation research by showing the existence of a negative relationship between innovation propensity and the choice of distribution channel in the wine industry. This knowledge is precious to entrepreneurs and managers in the wine sector, allowing them to better consider not only the type of strategies related to distribution channels but also the importance of building the firm’s propensity to innovate into the strategic decision-making process. Furthermore, the paper provides an opportunity for practitioners to reflect upon the fact that changing the distribution channel is more than just changing the outlet for their product; it might also require a revision in their innovation propensity to better facilitate the process.

There are also social implications, in particular providing an advantage for consumers. The major advantage is based on the fact that consumers are now aware that the level of innovation propensity in a wine industry is directly linked to the type of distribution channel adopted. Therefore, wines with low-innovation propensity are most likely found to adopt wholesale distribution strategy, while the more innovative wineries adopt the wine expert and direct distribution channels.

For the first time, a cluster analysis approach was used to review different typologies of Italian wineries based on their propensity toward to innovation and subsequent distribution strategies. This study further explains the direct relationship between innovation propensity and the strategic choice toward between long or short distribution channels.

As sustainability concerns become increasingly influential in shaping wineries’ strategies at the production and processing stages, this study aims to investigate the anticipated benefits, incentives and constraints associated with a territorial sustainability certification in the wine industry.

Focusing on wine producers from the Romagna Consortium (Italy), the research explores the influence of firm characteristics on sustainability attitudes and explores the Consortium potential role in facilitating the ecological transition. Data are collected through an online survey and analyzed by means of factor and cluster analysis.

Findings reveal the Consortium capacity to expand its scope, incorporating elements of sustainability, resilience and territorial development. In addition, it emerges that the perception of sustainability among local producers extends beyond environmental concerns, encompassing the economic and social domains.

Acting as a cluster constituent, the Consortium can stimulate collaborative behavior and promote knowledge dissemination contributing to a mature collaborative environment. A territorial sustainability certification is thus viewed as multifunctional tool, enhancing economic performance and collective reputation, while addressing the numerous environmental challenges faced by the sector.

The study’s originality lies in its direct engagement with a considerable number of producers in a geographic area boasting a mature wine industry but with limited research focusing on coordinated efforts for improved sustainability performance.