Resumen de Covid-19 and small wineries: new challenges in distribution channel management

Valerio Temperini, Andrea Sabatini, Pier Franco Luigi Fraboni

• English

  Purpose. The present article aims to shed light on the major challenges in distribution channel management that small wineries are called to face after the COVID-19 pandemic.

  Design/methodology/approach. The study is explorative by adopting a qualitative methodology to analyse the case of a small Italian winery and how it managed distribution activities during COVID-19 pandemic. The study collected data through interviews and secondary data. Results have been abductively developed.

  Findings. The study delves into the challenges related to managing distribution channels during crises and highlights how the omnichannel approach can support small wineries and help them overcome future crises.

  Practical and Social implications. The study supports small wineries in understanding how to cope major worldwide crises such as the COVID-19 through the adoption of the omnichannel approach.

  Originality of the study. The study provides a novel perspective on wine marketing and omnichannel approach management and how the omnichannel approach might be of support to small winery in overcoming crises such as COVID-19. This work contributes to the extant literature on small winery and distribution channel management literature by providing a novel perspective as it empirically investigates the ongoing phenomenon of the COVID-19 crisis.

• italiano

  L'articolo si pone l'obiettivo principale di evidenziare le maggiori sfide che le piccole imprese vinicole sono chiamate ad affrontare a seguito della epidemia di COVID-19, con riferimento alla gestione del canale di distribuzione. Viene offerto un contributo teorico alla letteratura esistente sulla gestione della distribuzione del vino. Lo studio adotta una metodologia di case study qualitativa, analizzando il caso di una piccola azienda vinicola marchigiana al fine di esaminare la tematica in oggetto nel periodo di crisi provocata dalla diffusione del Covid-19. I risultati dell’analisi consentono di osservare le sfide che le piccole imprese vinicole affrontano in termini di gestione del canale distributivo, rilevando nuove potenziali percorsi di ricerca per comprendere in particolare il crescente ruolo del canale online. Viene fornita una nuova prospettiva in quanto è indagato empiricamente un fenomeno in corso.