Marta Mercuri Giuseppe Festa

The (digital) winner takes it all: Potenziali relazioni tra online performance e corporate performance nel comparto vitivinicolo italiano

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Digitalization is nowadays one of the main drivers of development of the business innovation, as concerns both the efficiency of the cost structure and the effectiveness of the commercial proposal, with the constant aim of creating global value for customers, clients, partners, and society at large. However, it is not always possible to identify a direct correspondence between a Digital Transformation solution and the potential benefit in terms of business value. These problems also seem to exist in the case of the Italian wine sector (which has significantly developed from a digital point of view, especially as a reaction to the Covid-19 pandemic) when correlations between Online Performance (measured via Lighthouse and Semrush) and Corporate Performance (measured by Italian and foreign turnover) are investigated. From the research, with an exploratory nature, emerge results that are not statistically robust for a reliable generalization, also due to some limitations of the investigation, but at the same time it can be noted that all the correlations are positive, therefore suggesting some ‘fumus’ of interest, with consequent considerations regarding possible scientific and managerial implications.


  • digitization
  • digital transformation
  • web performance
  • business innovation
  • wine business
  • Italy
  • internationalization


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