The response of family firms to digitalization and sustainability challenges: a case study in the winery industry

Family firms are an important component of the Italian economic and social environment, accounting for more than half of all domestic businesses due to the many advantages they offer. In the current context, the various advances taking place require that these companies also be updated, aligning them with the ongoing digital and sustainable transformations. Although they initially seem like separate concepts, this dissertation will reveal the multiple connections and synergies between digitization and sustainability. The analysis will focus on family firms in the wine sector, exploring in detail the sustainable technologies and practices that can be implemented. Precision viticulture emerges as a pioneer in applying the principles of Agriculture 4.0, seeking a harmonious balance between tradition and innovation. In the winemaking process, new methods are integrated with current times, highlighting a wine industry in constant evolution. Special attention will be given to the Italian wine industry, which is deeply committed to promote sustainability. The case study of the Malabaila winery will be presented as an example, providing an opportunity to examine from a practical perspective the challenges associated with digitization in the complex world of wine production and the resulting sustainability achieved.