Innovativeness of Ceretto Aziende Vitivinicole: A First Investigation into a Wine Company

Abstract

As the second greatest producer and largest exporter of wine, Italy has been impacted by the global economic crisis. This study investigates a long established and highly successful family owned and operated business in the wine sector and their ability to continuously innovate products, processes and target markets. This research is aimed at ascertaining whether effective firm management in the wine sector depends on the combination of internal and external innovation.