A sustainable perspective in wine production for common-good management

Abstract

Purpose The purpose of this paper is to analyse how sustainability is crucial in maintaining and assigning value to a common good. In particular, the paper identifies several characteristics of a business model that could be adopted to manage sustainable innovation strategies that respect the balance among environmental, social and commercial goals. Design/methodology/approach This case study involves Fontanafredda, an internationally recognised historical Italian wine company characterised by its highly innovative business approach and sustainable business model. Findings Fontanafredda’s approach is connected to the broader concept of the common good the winery has internalised to become an element of its competitive advantage and differentiation. The preservation of traditional values – primarily the respect and valuing of one’s own territory – is a key asset of the winery, which attaches great symbolic and concrete importance to these values. Research limitations/implications The study uses a single case study approach and a qualitative method without quantifying the impact of every business choice. For theoretical implications, the study emphasises the strong connection between sustainability and innovation in the management of the common good. Practical implications Numerous practical implications are identified regarding several stakeholder groups, such as the management, owners, investors and the various entities linked to the regional promotion and tourism sectors. Originality/value This research explores how and why Fontanafredda amounts to more than simply wine production by focusing on the characteristics of its business model, which efficiently handles the link between innovation and heritage for common-good development.