Recovery and revitalization of disadvantaged areas by transfer of “ethical capital” – Some empirical evidence in the wine sector

In business studies, territory was previously considered in a structural view (as a mere reservoir of resources) and then as an expression of a dynamic system of interpersonal relationships, benefiting from contextual resources having a relational, cognitive and organizational nature. In this view, many perspectives and different contributions analyze the interdependence that exists between businesses and communities. It is therefore interesting to introduce a perspective able to examine the path from the knowledge economy to the relationship economy, in which the ethical capital of entrepreneurial actions becomes an intangible asset essential to the vitality of the territorial system. The paper is divided into two parts: the first has outlined a theoretical model of territorial social responsibility; in the second, a qualitative study examines the experience of “LIbera Terra”, with a focus on the wine sector. Social cooperatives operating in the lands confiscated from organized crime have been studied, to bring out their (possible) transfer of “ethical capital” to the territory. The empirical analysis, with an exploratory nature, allows to apply the theoretical model proposed in the storytelling of the case study. Finally, the paper conceptualizes some scientific and managerial implications about the transfer of “ethical capital” from the business to the territory.