The service-dominant logic perspective for enhancing the e-commerce of wine - A test/application on the Italian wine sector

Developing a framework that could apply the 11 foundational premises of service-dominant logic – SDL – to wine e-commerce, and answer an investigation objective (“Are the most important Italian wineries' e-commerce websites oriented to value cocreation according to SDL?”) are the two aims of this research. Main outcome is a framework for the application of SDL to WECSs (wine e-commerce sites). Subsequent test/application to the Italian wine sector shows the delay of the most important Italian wineries in focusing on ecommerce, with very few exceptions. Further studies on the application of SDL to WECSs will involve relational, educational, and experiential marketing. The model can work as a checklist for evaluating value cocreation (according to SDL) in WECSs. All the wineries under investigation make heavy use of social media. A conversion strategy of (corporate) social network users into (corporate) social commerce users seems practicable, but only if wine e-commerce is strategic.