Italian wineries and strategic options: the role of Premium Bag in Box

Abstract

PurposeThe purpose of this paper is to give some enlightenments on value innovation in the wine industry and, more specifically in the US wine market, in order to suggest new strategic options to Italian wineries.Design/methodology/approachAfter having provided a theoretical framework about value innovation and the US Premium Bag in Box (PBIB) wine market, a case study about a leading firm is presented.FindingsThe adoption of a new packaging concept may help traditional Italian wineries to develop their sales. Understanding the dynamics and benefits of value innovation, would help wineries in getting over the obstacles for introducing innovation, and developing a truly perception of consumers' preferences and new managerial skills.Research implications/limitationsThis research implies new studies in consumers' perceptions and willingness to pay for Italian wines in the USA. On the firms' side, it is important to understand wineries costs and organization structure in order to evaluate the possibility of new packaging introduction. Understanding the dynamics of value innovation in the wine industry would lead to gain a competitive advantage. Further researches should focus on the linkage between firms' structure and resources and the paths they choose to adopt.Practical implicationsThis paper can offer a valid suggestion for those firms whose export is suffering “New World” wineries aggressive strategies. Through PBIB wineries can adopt a “me‐too strategy” or develop a further niche in this market. According to the strategy chosen, wineries have to face many concerns, mainly pertaining to finances, organization, and production.Originality/valueValue innovation and its exploitation under a strategic viewpoint have not been deeply considered in wine business literature.