Innovative marketing behaviour determinants in wine SMEs: the case of an Italian wine region

Abstract

Parallel to an expanding volume of research on innovation, the academic debate on the subject is becoming everlasting. This research focuses on marketing innovation, conceptualising it as an incremental innovation in marketing that enhances the functional value to users. The paper analyses the determinants of innovative marketing behaviours in wine SMEs by performing an explorative study of a Southern Italy region; and by examining also the drivers that promote it. A methodologically mixed approach has been adopted in the research's design and particular attention has been paid to triangulation and multiple data source selection towards building the case. A web-based survey was conducted on a sample of 100 wineries (63 responses). The results showed that marketing innovation can be a critical driver in the successful handling of the constantly appearing new challenges in the wine business; and a useful tool in supporting wineries' effort to adapt to the evolving consumer needs.