Responsible Innovation in the Wine Sector: A Distinctive Value Strategy

Innovation can be a driver for value creation, variously understood. The emergence of Corporate Social Responsibility highlighted many potential benefits descending from innovation in industries traditionally considered “low-tech”, where the spheres of value concerning the environment and society are of particular importance in the eyes of a consumer who behaves like a “responsible citizen”. This paper examines a case of “responsible innovation” in an wine cooperative, from which internal and external effects originate, able to increase the multiple dimensions of value, involving both the project leader and the territory.