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
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 wineries. It…
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.