Prosecco DOC and DOCG in the global market: strategic analysis of market dynamics and the balance between expansion and identity
Baratto, Tommaso (A.A. 2024/2025) Prosecco DOC and DOCG in the global market: strategic analysis of market dynamics and the balance between expansion and identity. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 117. [Master's Degree Thesis]
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Abstract/Index
Introduction to Prosecco. Historical and cultural significance. Prosecco DOC vs Prosecco DOCG. Strategic analysis of the Prosecco sector. Industry overview and market trends. Porter’s five forces analysis. SWOT analysis. Producers strategical mapping. Branding and consumer decision-making in premium products. Luxury definition and classification. Brand role in premium markets. Price perception and its role in premium markets. Customer experience as a strategic lever for Prosecco DOCG. The identity challenge of Prosecco Superiore DOCG.
References
Bibliografia: pp. 107-112.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Fashion management |
| Thesis Supervisor: | Fei, Carlo |
| Thesis Co-Supervisor: | Festa, Alberto |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 26 Mar 2026 08:57 |
| Last Modified: | 26 Mar 2026 08:57 |
| URI: | https://tesi.luiss.it/id/eprint/45261 |
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