Le aziende vitivinicole del distretto del Prosecco DOC di Conegliano Valdobbiadene: un'analisi campionaria delle innovazioni, dei rapporti distrettuali e del posizionamento strategico

The aim of this study is to examine the innovations, the relationships and the strategic positioning of a sample of wineries belonging to the “Prosecco COD of Conegliano Valdobbiadene District”. The survey was carried out by means of a questionnaire, answered by directly interviewing wine makers. The main findings suggest that there are many small wineries and, on the other hand, few large firms. This fact provides evidence for a “Marshallian District”, where a push to innovations, in particular in viticulture and enology, takes place. The network of relationships is strong from the production viewpoint, but it is weak in terms of communicability among producers, who do not trust too much in some local institutions. With reference to strategic positioning, the high quality of the product is a common feature.