Abstract:
The aim of the present dissertation is to investigate whether and how any innovative strategies can be done in the wine industry, a sector that has always been characterized and linked with the tradition and the historical characteristics of the specific territory. A wine is usually considered as more valuable as more experience and know-how lay behind it, but it is no surprise that innovative strategies may help Italian companies to face to the increasing international competition, especially from the New World countries. With this perspective, the purpose of this research is to verify whether innovation and tradition may coexist and enhance themselves.
The study is conducted through the qualitative analysis of a case study, represented by one of the biggest and most important companies of the wine sector in Italy. The interviews with the managers of the company provided useful examples and deep insights on the innovative products and processes promoted by the company. Furthermore, the organizational culture and sources of innovation are researched and discussed.
