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 Responsibilityhighlighted many potential benefits descending from innovation in industries traditionally considered “low-tech”, where thespheres of value concerning the environment and society are of particular importance in the eyes of a consumer who behaves likea “responsible citizen”. This paper examines a case of “responsible innovation” in an wine cooperative, from which internal andexternal effects originate, able to increase the multiple dimensions of value, involving both the project leader and the territory.