An Analysis of Wineries' Business Models in the "Veneto Orientale" Area

The business model plays a key role in the survival and success of any business. The essence of a business model is in defining how the enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit. It thus reflects management's hypothesis about what customers want, how they want it, and how the enterprise can organize to best meet those needs, get paid for doing so, and make a profit. This paper will explore the way in which wineries of the “Veneto Orientale” area create and deliver value, outlining the business models of the wine sector and deepening the dynamics with which the activities are carried out by these companies. This research will focus on seven selected wineries of the “Veneto Orientale” and, through targeted interviews, will explore, among other topics, their value chain, digitalization, internationalization, and their approach towards sustainability. To conclude, future challenges of the sector will be discussed, and some concluding remarks will be proposed to evidence key concepts on how business models have evolved over time.