How MBA programs help the wine producers to innovate creating new employments?

WTBA, via dei Tigli 35, 20020 Arese, Italy

Abstract

People love innovation: they are fascinating and usually curious to know how it works. But people love it until it affects them. The biggest obstacle is not technology but it is we humans and the institutions we live in. Both are stubbornly resistant to experimentation and to the change of the routine and the relative corporate organization. During the last fifteen years, a large room has been opened to the technological innovation in the vineyard and in the cellar but the new way to reach the final customer and to keep it loyal have been missed. The customer experience topic and the different gap of the customer satisfaction a producer should monitor and shorten, are rarely developed in the marketing training sessions in the MBA programs. It exists a real gap between the consumer perception and the way in which the wine is promoted. Producers are not aware about the new marketing techniques that should help them to grow and create new jobs on top of the wine production activities.