Business Model Innovation in Traditional Industries: An Exploratory Investigation on Start-Up in Traditional Italian Wine Sector

Francesco Galvani

Student thesis: Master thesis


Business model innovation has been subject of studies in the field of high tech contexts where R&D expenditures and innovation rates are considerably higher that other sectors. It comes natural to wonder if business model innovation brings any benefits also to a low-tech sector. This thesis aims to analyze the gap in the literature about business model innovation in lowtech sectors of the economy, more precisely the Italian wine industry. In order to further understand the dynamics happening in this field, this research will focus on how business model innovation can create value in the Italian wine industry. The motivation for undertaking such a direction is because this particular sector occupies a significant percentage of the economy. Based on theories widely used for high tech industries, the research will develop a theoretical framework around business model innovation, uncertainty in start-ups and value creation, to investigate the main scope of the thesis. From the findings of the research conducted on the case company Tannico, it was possible to understand that BMI can be a source of value also in low tech industries such as the Italian wine industry. From the analysis and the data gathered, it has been established that value can be created for customers and for the firm it-self, though the same evidences could not be found for the suppliers of the business model. From the results, it is possible to understand that business model innovation can have an impact on value in Italian wine industry. Indeed, theories from high-tech environment can apply to this sector. Furthermore, internal and external capabilities of the firm still play an important role which cannot be overlooked. It was also found that learning plays an important role in the industries with low technology impact, in fact the market can only be understood with multiple channels of feedback from the stakeholders and learning techniques

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
Publication date2017
Number of pages63