The aim of this chapter is to investigate the development trajectories of a sustainable luxury winery. After a literature review on the abovementioned topic and an overview on the main factors affecting growing path of wineries, we conducted an in-depth case study on a major Italian sparkling wine company, Cantine Ferrari. Drawing from the resource-based view, this case shows what luxury means in the wine context (excellence, scarcity, relationships), how the firm was able to positioning its product (sustainability, tradition, and innovation), and future challenges for “Made in Italy” sustainable luxury wineries.
Cammeo, J., Casprini, E., Zanni, L. (2023). Sustainable Luxury Trajectories for “Made in Italy” Wine Businesses: The Cantine Ferrari Case. In S. Rovai, M. De Carlo (a cura di), Made in Italy and the luxury market: Heritage, sustainability and innovation (pp. 187-204). Routledge, Taylor & Francis Group.
Sustainable Luxury Trajectories for “Made in Italy” Wine Businesses: The Cantine Ferrari Case
Cammeo Jacopo;Casprini Elena;Zanni Lorenzo
2023-01-01
Abstract
The aim of this chapter is to investigate the development trajectories of a sustainable luxury winery. After a literature review on the abovementioned topic and an overview on the main factors affecting growing path of wineries, we conducted an in-depth case study on a major Italian sparkling wine company, Cantine Ferrari. Drawing from the resource-based view, this case shows what luxury means in the wine context (excellence, scarcity, relationships), how the firm was able to positioning its product (sustainability, tradition, and innovation), and future challenges for “Made in Italy” sustainable luxury wineries.
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https://hdl.handle.net/11365/1259635