Prosecco has another story to tell: the coexistence of multiple knowledge networks in the same value chain

Purpose: This paper aims to analyze how knowledge networks can be configured within a value chain and provide evidence of the coexistence of multiple knowledge networks in the same value chain. Design/methodology/approach: The empirical setting is the Conegliano Valdobbiadene Prosecco Superiore DOCG wine cluster in the Veneto region of Northeast Italy. Data was collected through the administration by telephone of a semi-structured questionnaire to 37 oenologists, sales managers, production managers and owners of bottling companies in the district. The authors used social network analysis tools to map knowledge networks in the Prosecco cluster. Findings: The results shed light on the importance of singling out knowledge networks in clusters at the value chain level to aid practitioners and researchers in this field. In fact, this research proves the existence of knowledge networks specificities related to the various phases of the production process. Research limitations/implications: This study has certain limitations. The most relevant is connected to the choice to limit the analysis to a specific cluster. Future research might extend this type of analysis to multiple clusters in different locations. Practical implications: The authors explain that in the cluster they studied, internationalization, as a common objective, might be made easier if firms could establish a more developed sales knowledge network. Social implications: The relational approach to value chain enables disentangling specific roles of each actors. The social dimension of the value chain is taken in consideration. Originality/value: The authors show that a firm operating in the wine industry can have different knowledge networks in the same value chain. This work adds to previous literature on knowledge networks in clusters by shedding light on an important, but still understudied aspect in the cluster functioning. Knowledge diffusion in clusters is not only uneven but is also value chain stage specific. By intersecting literature on knowledge networks, value chain and cluster research, the authors proposed a new perspective of analysis of the wine industry.