The current global crisis at economic and social level pushes to a reinterpretation in a perspective of sustainability of development strategies in the wine sector. In such context, a new vision of enterprise is originated, testifying the passage of its orientation, before, from product to market and then, from consumer to society. In this perspective, corporate responsibility in the wine sector becomes the centre of gravity for the definition of the processes of value creation in the territorial systems, or rather, the critical variable of the value chain of the territories that shows the innovatory role of the wine enterprises, especially, in their valorization strategies. Based on these considerations, this study aims to define a theoretical framework on the determinants of a responsible valorization strategy, like real expression of interrelations existing among wine, territory and society. Moreover, the study aims to experiment, in a territorial system of the Campania region with a traditional vocation to the winegrowing, the significance of a responsible valorization strategy, providing for policy maker and stakeholder a few useful remarks to sustain the development of the wine sector in a perspective of sustainability.
Keywords: Resposible valorization, wine sector, agrifood marketing, corporate social responsibility, Campania Region
Jel Code: Q13, M14, Q01