The role of collaboration in the internationalization of a niche product: The case of “Moscato di Scanzo” wine

Mauro Cavallone


Purpose. The research analyzes the case of the "Moscato di Scanzo", a raisin red wine, grown exclusively in a small village, Scanzorosciate, in the province of Bergamo in northern Italy. This wine is a niche product: it is the smallest product with protected designation of origin in Italy. The wine, in fact is produced on an area of  31 hectares with an annual production of only 60,000 bottles (half liter each). The “Moscato di Scanzo”  has unique characteristics thanks to the presence of a limestone-marl rock, the “Sass de Luna”, present in this area, which is capable of providing high minerality to the ground. The purpose of this paper is to analyze the role of the consortium in branding a niche product and supporting the internationalization process. In particular, the role of the consortium in extending the value associated with the product and its territorial identity to foreign markets will be analyzed (Balabanis, Diamantopoulos, 2008).

Methodology. A qualitative research approach was selected to analyze the role of consortium. In-depth interviews were used as they were considered useful for an in-depth analysis (Hollenstein, 2005). The units of the of analysis were both the consortium’s managers and the producers (members of the consortium and not).

Findings. The research highlights the pivotal role of the consortium for the future of this niche product. As regards the internationalization, the consortium has to deal with cultural resistances to cooperation among small firms.

Practical implications. From a practical point of view, the study confirms the importance to overtake cultural barriers among micro firms and the importance to diffuse the collaboration to conquer foreign markets

Originality/Value. The study addresses the internationalization attempts for the smallest product with protected designation of origin in Italy.


Niche; Consortium; collaboration; internationalization

Full Text:



Balabanis, G., Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39-71.

Cavallone M., Magno F. (2016) “Prodotti di nicchia e sviluppo dei mercati internazionali.Il caso del consorzio del moscato di Scanzo” in Cultural Heritage e Made in Italy – casi ed esperienze di marketing internazionale (Napolitano MR, Marino V) , Editoriale Scientifica ISBN 978-88-6342-856-8

Cherubini, S., Iasevoli, G. (2000). Co-marketing. Tipologie, potenzialità, applicazioni. Le tendenze del Marketing in Europa.

Dagnino, G. B., Rocco, E. (Eds.). (2009). Co-opetition Strategy: Theory, experiments and cases. Routledge.

Dalgic, T. (1998). Dissemination of market orientation in Europe: a conceptual and historical evaluation. International Marketing Review, 15(1), 45-60.

Dalgic, T., Leeuw, M. (1994). Niche marketing revisited: concept, applications and some European cases. European Journal of Marketing, 28(4), 39-55.

Hamermesh, R.G., Anderson, M.J., Harris, J.E. (1978). Strategies for low market share businesses. Harvard Business Review, May–June, 95–102.

Hammervoll, T., Mora, P., & Toften, K. (2014). The financial crisis and the wine industry: The performance of niche firms versus mass-market firms. Wine Economics and Policy, 3, 108-114.

Hezar, I., Dalgic, T., Phelan, S., & Knight, G. (2006). Principles of global niche marketing strategies: an early conceptual framework. Handbook of Niche Marketing, Principles and Practices.

Hollenstein, H. (2005). Determinants of international activities: are SMEs different?. Small Business Economics, 24(5), 431-450.

Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation and Control, 7th ed., Englewood Cliffs, New Jersey, Prentice-Hall International.

Mattiacci, A., Maralli, R. (2007). Il wine marketing nell'esperienza di una media impresa leader: Banfi di Montalcino. Mercati e Competitività, 2, 29-46.

Mattiacci, A., Ceccotti, F. (2008). Nicchia e competitività: prospettive per il consumer marketing nella nuova globalizzazione. Micro & Macro Marketing, 17(2), 229-258.

Miles, M. B., Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. sage.

Phillips, J. C., Peterson, H. C. (2001). Segmentation and Differentiation of Agri-Food Niche Markets: Examples from the Literature (No. 11481). Michigan State University, Department of Agricultural, Food, and Resource Economics.

Siggelkow, N. (2007). Persuasion with case studies. The Academy of Management Journal, 50(1), 20-24.


  • There are currently no refbacks.