Dalla Bernardina, Enrico (2008) Il mercato internazionale del vino: il ruolo dell'Italia nei principali paesi importatori fra nuovi competitor e paesi tradizionalmente produttori. [Ph.D. thesis]
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The main aim of this research is to analyze the recent trends in wine international market, which are caused by transformations in world trade, society, distribution, governance and marketing policies.
The current characteristics of economic systems, the different theories about the growing of international trade and the internationalization strategies of firms have been analyzed with the aim at studying the scenario in which the wine industry plays.
Afterwards, the trend of wine market in the world has been deepened from the '80s from the production, consumption, import and export point of view.
In particular, an historical series from 1998 to 2006 has been obtained thanks to a French database. This series is more detailed and complete than the ones frequently used in the sector studies and it allowed to deepen wine world trade flows, both for importer and exporter Countries.
By studying the literature about the gravity model, an important instrument to explain international trade flows, this research has been able to interpret the results obtained by its application.
Subsequently, the policies adopted by the main exporter countries have been identified. In particular, Italian strategies and the results in international markets, in comparison with the main competitors, have been highlighted.
Finally, the main competitive levers which would be put in action from Italy has been individuated in order to maintain the leadership in successful markets and to improve the position where it is critical, and consequently try to contrast the expansion of New World Countries.
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