Las estrategias de desarrollo del cooperativismo agroalimentario: el caso del sector vitivinicola en Italia

Medium term forecasts from OIV and IWSR show that wine output and consumption are set to increase at world, European and Italian level but the increase in new consumer countries will not absorb all excess output. This chapter looks at business strategy adopted by some of the largest wine cooperatives in Italy to face the future scenarios. After a brief overview of the sector, the first part focuses on factors that are distinctive to the cooperative firm and how these can influence competitive strategy, with reference to Porter’s five forces and the system of internal and external stakeholders which affect the definition of firm strategy objectives. The second part analyzes some case studies involving the different types of management where the membership and the local area can influence product, markets and distribution channels.