INNOVATION AND AGGREGATION: A GOVERNANCE MODEL TO SUSTAIN COMPETITIVENESS OF WINE COMPANY IN SOUTH ITALY

Abstract

The paper aims to analyze the relationship between property and business in wine cooperatives, defining its contribution to the firm’s development and competitiveness based on a customer-centered perspective. On-desk analysis of theoretical and literature contributions on the studies about relations between businesses, with particular attention to the Viable System Approach. On-field analysis with the methodology of case studies, in order to verify the analysis proposed model depth. The study has enabled to carry out: 1) identify operational measures which could sustain wine companies’ competitiveness also taking advantages from the territory; 2) define an analysis model concerning supply relationships useful in order to observe the automated development potential, production and commercial relationship.