The Wine Industry: the international role and the genius wine case, the Prosecco

Abstract

One of the sectors that has grown the most thanks to internationalization is the wine sector. In this document, we will observe that the traditional market approach is no longer sufficient to overcome the challenges of the global market. In particular, the sparkling wine sector will be analyzed in detail, bringing the three best-known typologies as examples for discussion. Through the analysis of a successful case study, such as Prosecco, we will analyze strategies to increase value and defend the product from external threats. It is essential also to explore the way different geographical and organizational structures in GVC contribute to lead firms' innovation development in global manufacturing wine industries. As of today, the wine industry is represented by the existence of so many small wineries and very few large firms that look for new opportunities to grow their business. These great wineries actually have a great task, that of pioneering new trends and defending the product.