Abstract
In the wine sector, the choice of a sustainable strategy based on smart marketing has gained more relevance due to the growing importance of sustainability. The literature illustrates a multiplicity of perspectives, wherever firms are committed to improving sustainability and market performance. This exploratory paper aims to make sense of the extant literature by analysing 10 case studies in Italy, focusing on sustainable competitive resources and strategies, considering the role of CF (Carbon Footprint) as a crucial factor. The research has considered a complementary theoretical framework based on both Resource-Based Theory and Competitive Advantage Theory. Data were analysed by descriptive statistical techniques. The results show a bundle of unique resources and strategies in pursuing firm performance, wherever CF may lead to significant sustained competitive advantages in firms’ value capture (ex. image and reputation and customers’ relationships loyalty, entrance into new foreign markets). Findings highlight that perceiving the costs and benefits of investments in lowering CF may guide to a more accurate understanding of the value-creating from the different type of eco-innovation for building tailor-made communicational and marketing strategies.
Highlights
In the wine industry, firms could opt to differentiate both their images and products based on diverse strategies in order to gain competitive advantages [1,2,3]
The results show a bundle of unique resources and strategies in pursuing firm performance, wherever carbon footprint (CF) may lead to significant sustained competitive advantages in firms’ value capture
Findings highlight that perceiving the costs and benefits of investments in lowering CF may guide to a more accurate understanding of the value-creating from the different type of eco-innovation for building tailor-made communicational and marketing strategies
Summary
Firms could opt to differentiate both their images and products based on diverse strategies in order to gain competitive advantages [1,2,3]. Firms usually refer to the implementation of multiples and strength sources in supply differentiation. Among all environmental sources of supply differentiation, the adoption of a carbon footprint (CF) strategy (CFS) is gaining a role of primary importance within the wine sector as it involves leaders who play a vital role in ecosystems preservation and climate change mitigation [4,5,6,7,8]. From a global point of view, the Greenhouse Gases (GHG) Accounting Protocol is a CFS designed by the International Organization of Vine and Wine (OIV) for the wine sector. Its general purpose is to provide organisations, businesses and other stakeholders with a consistent method for identifying areas of emission reductions associated with vine and wine firms activities [9]
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