Digital Service Innovation: Exploration of Sicilian wineries

This paper intends to investigate whether wine SMEs develop Digital Servitization in their organization; and how, in this perspective, wine SMEs establish external collaborations in order to implement Digital Servitization and operate in this innovative reality. An exploratory qualitative analysis is performed based on 15 semi-structured interviews with Sicilian wineries. The results underline: the wineries are well aware that the traditional sale of wine is outdated, they have to support it with services. In fact, wineries are increasingly focusing on defining services that improve their offer. Digital services are in a seminal phase of implementation. In this context, there is a lack of collaborations with external parties (universities, sector experts, suppliers) to explore the opportunities and challenges related to digital servitization. The study provides an overview of the development of digital servitization in low-tech wine SMEs and possible external collaborations suitable for related activities. Theoretical and managerial implications are provided, suggesting possible future research directions.