2017 - Franco Angeli
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Wine and Health : a sustainable governance for a responsible communication
91-105 p.
- The new framework within which to project the development strategies of the wine sector, in the face of both the consolidation of new competitors at international and European level, that the emergence of new social and environmental demands, emphasizes the role of this sector as a "bridge" between the territory and the society. Just with respect to this function, now more than ever, it is clear the central importance of this sector in building "well-being" guaranteeing health. On the basis of these considerations, the work aims to draw a theoretical framework for the determinants of a communication strategy more responsible to society experiencing, in a regional system of the Campania Region, traditionally suited to viticulture, the significance of such a strategy, providing important insights reflection to policy makers and stakeholders on governance tools needed to accompany and support the sector's development in terms of sustainability. [Publisher's Text].
- La cornice del tutto nuova entro la quale proiettare le strategie di sviluppo della filiera vitivinicola, a fronte sia del consolidamento sul piano internazionale ed europeo dei nuovi competitors che dell'affermarsi di nuove istanze sul piano sociale ed ambientale, pone in risalto il ruolo della filiera stessa come "ponte" tra il territorio e la società. Proprio rispetto a questa funzione, oggi più che mai, emerge la centralità di tale filiera nel costruire "benessere" garantendo salute.
- Sulla scorta di tali considerazioni, il lavoro intende disegnare un quadro teorico di riferimento relativo alle determinanti di una strategia di comunicazione maggiormente responsabile verso la società sperimentando, in un sistema territoriale campano tradizionalmente vocato alla vitivinicoltura, la significatività di una tale strategia, fornendo importanti spunti di riflessione ai policy maker ed agli stakeholder sugli strumenti di governance necessari per accompagnare e sostenere lo sviluppo del settore in un'ottica di sostenibilità. [Testo dell'editore].
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Informazioni
Codice DOI: 10.3280/RISS2017-001007
ISSN: 2239-1959
PAROLE CHIAVE
- Marketing responsabile, filiera vitivinicola, responsabilità sociale d'impresa, tutela del consumatore, governance sostenibile
- Responsible marketing, wine sector, corporate social responsibility, consumer protection, sustainable governance
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