Fungus resistant grape varieties as a strategic approach to make wineries fit for the future with a focus on the Middle Mosel sub region of the Mosel winegrowing area

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Titel

Fungus resistant grape varieties as a strategic approach to make wineries fit for the future with a focus on the Middle Mosel sub region of the Mosel winegrowing area

Autor

Gindorf, Laura

Dissertation

Masterarbeit Hochschule für Wirtschaft und Gesellschaft Ludwigshafen 2022 MBA Wine, Sustainability and Sales, Weincampus Neustadt

Schlagwort

Mittelmoseltal / Weinbaugebiet, Rebsorte / Mykose / Resistenz, Nachhaltigkeit / Strategisches Management / Marketing

Genre

Hochschulschrift

Beschreibung

The challanges facing Middle Mosel wineries in their invironment are multifaceted, complex, and dynamic and many have far-reaching effects on the wineries. In practicular, the challanges in the Macro environment require a response from the wineries to ensure the future viability of their business. As a special agriculture crop, grape production influences nature and also contributes to climate change. On the other hand, viticulture is exposed to und dependent on nature. In addition to the challange of the Middle Mosel wineries to produce their grapes in a more nature- and thus climate-friendly way and to meet the sustainable requirements from politics and society, the wineries also have to cope with the economic challanges of rising production costs, wich are an even greater challange espacially for the small company and vinyard structures in the Middle Mosel. One solution to deal with theses and many other challanges in the environment of the Middle Mosel wineries are fungus resistant grape varieties. The present study has investigated what contribution fungus resistant grape varieties can provide to make the wineries of the Middle Mosel fit for the future. In particular, the focus has been on what Piwi's can archive with regard to the environment challanges on the wineries and how the implementations and the possibillities with Piwi's look like in practice. For this purpose. an analysis of the Macro, Micro and internal environment from the perspective of the Middle Mosel wineries has been conducted using PESTEL analysis, Porter's Five Forces and location analysis to identify the wineries' environmental challenges. A literature review has been performed to determine the performance of the Piwi's. In addition, interviews have been conducted with eight different Middle Mosel wineries to gain a direct understanding of the challenges and performance of Piwi's from the wineries and to obtain practical insights regarding viticulture and marketing. The collected data has been evaluated with the aim to make statements about the contribution Piwi's can bring to the environmental challanges of the wineries in the Middle Mosel, which barriers habe to be overcome and how strategic approaches with Piwi's in viticulture and marketing can look like in practice. The results schow that Piwi's with their charakteristics and benefits offer diverse approaches für the Middle Mosel wineries in relation to their environmental challanges and contributes to a more economical, ecological and social viticulture that meets the political and social requirements. Furthermore, Piwi's provide different strategic approaches in terms of marketing mix and give the Middle Mosel wineries the opportunity to create innovative products that can differentiate them from the competition. However, the results show that there are also barriers to the cultivation of fungus resistant grape varieties, mainly due to the lack of experience with grape variety performance in viticulture and marketing, but most of them can be overcome through knowledge, experience an strategy. Therfore, Piwi's can be of great operational importance for the Middle Mosel wineries in terms of their profitability, sustainability and innovation and can be al long-term strategic approach for the wineries to create a sustainable future where the internal strength of the companies against the environmental impacts is increased.

Herausgeber

Ludwigshafen

Erstellungsdatum

29.11.2022

Format

XXX, 101 Seiten Illustrationen, Diagramme

Quelle

Bibliothekskatalog

Sprache

Englisch