Cultural Awareness in Business: A Case Study of Italian Wine Promotion in the U.S. Market

This thesis examines the complex relationship between culture, communication, and the global wine industry, with a focus on cross-cultural dynamics and marketing strategies. It begins by addressing verbal and non-verbal communication, intercultural communication, and defining culture, highlighting their significance in shaping interactions. The research then explores the role of cross-cultural communication in global business, emphasising the outcomes of globalisation, its impact on business, and the importance of acknowledging cultural dimensions. Developing intercultural competence is identified as a crucial factor for success in a globalised business environment. The study shifts to the wine industry, exploring its history and significance through anthropological and sociological perspectives, examining how wine reflects broader social structures and cultural values. In analysing wine marketing, the thesis explores how cultural preferences influence market segmentation, branding, and positioning, and examines consumer behaviour, the role of cultural values in wine tourism, and the challenges of global wine marketing. A case study on the #DestinationLugana project highlights the promotion of Lugana wine in the U.S. market, demonstrating the importance of cultural awareness in crafting successful international marketing strategies. Overall, this thesis underscores the need for integrating cultural knowledge within business to ensure the global success of the wine industry.