Il ruolo della comunicazione nell'ancoramento del prodotto al territorio

Objectives. The objective of this work is to understand the vital role that marketing communications can play to activate the synergistic relationships between territory and business. These relations must, on the one hand, enrich meaning and value of the company’s offerings, on the other hand, build and develop the identity of the same territory. Methodology. Given the experimental nature of the research, a single case study methodology has been adopted. The case which the study concentrates on is the wine producer Mesa, established in the south of Sardinia in 2004 by the art director Gavino Sanna. Findings. The results of the research highlight the elements of the territory that may contribute to the characteristics of the supply of a firm and the methods that can be used to communicate the territory. Research limits. The limitation of this study lies in its exploratory nature. Practical implications. From a practical point of view this research provides managers with useful indications on how to implement a strategy for territorial communication able to enhance the supply of a firm. In particular, the managers, using the theoretical and empirical results, can begin to rethink the role of communication, as well as redefine the methods and tools to be employed. Originality of the study. The study is one of a very limited number of applications of territorial communication to a real case