E-business readiness of wine producers in Romagna (Italy): the importance of area of origin effects

Viticulture and oenology in Romagna can boast a distinctive cultural tradition: Romagna wine makers are recognised to be able to reach high standards, and wine produced in this area seems to fit the attributes identifying a ‘typical’ product connotation. This study considers the general potential for use of electronic commerce as a meaningful instrument for selling in global markets a product which is firmly linked to locality. Its specific objective is to evaluate the level of e-commerce readiness for Romagna wine producers via a questionnaire survey administered to the members of the protection consortium ‘Ente Tutela Vini di Romagna’. The main issues addressed in the analysis will be the role played by the attribute ‘area of origin’ on present marketing initiatives taken by the producers, and whether e-commerce can be considered a viable approach to improving the value of Romagna wines.