Sostenibilità del settore vitivinicolo, strategie di impresa e Identità territoriale

In the last years, the business strategies must not only be competitive but also sustainable, that are able to maintain or gain market share and, at the same time, contribute to the sustainability of the territorial reference system and support the social role of the enterprises. Among the possible strategies for achieving sustainability in the wine sector, in this paper we will focus on the territory and in particular on the territorial identity. In other words, it had been tried to find a variable that could have a close interrelationship with the three targets of sustainable competitive strategies: to provide a competitive advantage; to contribute to the sustainability of the territorial system and to give answers and to orient the consumers. The territorial identity is now recognized as a competitive advantage for the success of the Italian wine supply. The relationship between wine and its territory of origin and the unique characteristics that the product takes on, are variables of strategic importance for maintaining and gaining market share . To assess to the contribution to the sustainable territorial development, may be useful to interpret the identity as the sum of the distinctive territorial elements and observe the many testimonies of the relationship between the wine sector and and the protection of distinctive elements. Finally, to give answers and to orient the society, is justified by the strong relationship between the intangible factors of the identity and the well-being of the society. In particular, the protection of identities increases the sense of belonging of the individuals to the model of economic, social and environmental of which are an integral part. In light of these considerations, the paper aims to: • define the characters to qualify as "excellences of wine sustainability" entrepreneurship realities which can contribute to the sustainability of the wine sector; • identify some companies in Campania and Tuscany region, that focusing on the enhancement of territorial identities, may be classified as " excellences of wine sustainability"