CHALLENGES AND OPPORTUNITIES FOR DIGITAL TRANSFORMATION IN VITICULTURE MARKETING
DOI:
https://doi.org/10.5281/zenodo.17436803Keywords:
Digital Transformation in Viticulture,Smart Agriculture and Wine Marketing,Consumer Analytics in Viticulture,AIDriven Decision-Making in Wine Industry,Sustainable Digital Branding in Viticulture,Market Intelligence and Competitive Advantage,Blockchain and Supply Chain Transparency in Wine IndustryAbstract
Increasingly propose strategic frameworks that improve decision-making processes by better coordinating
market insights under digital transformation trends and attain higher operational efciency. The need to leverage
advanced analytics to develop and implement data-driven marketing strategies forces viticulture enterprises to reevaluate
consumer engagement models, technological adoption, and distribution channels in order to identify what digital tools
are relevant and how they will be enacted in regional markets and global supply chains. This is where this study aims to
make a contribution, beyond introducing this integrative approach which presents empirical articles dealing with market
intelligence, digital branding, and consumer behavior dynamics of viticulture marketing, smart agriculture, digital commerce,
or sustainable supply chains.Following the analytical hierarchy process (AHP) and structural equation modeling (SEM)
framework, a systematic review of strategic model development is compiled to link theoretical constructs with these main
terms, decision-making efciency and competitive advantage. The framework can serve as a benchmarking model and
practical guide for policymakers, industry practitioners, researchers, and marketers.There are two main contributions of
this research. One is that it is the frst time to establish such a comprehensive mapping chart to show the interdependencies
of digital transformation components. The other is that the framework embraces the idea of synergistic relationships
between technology adoption and market adaptation, consumer satisfaction fulfllment and business growth needs, and
digital innovations and policy frameworks that call for adaptive strategies.This paper offers methodological insights and
reflections to provide stakeholders with key information to best navigate the evolving viticulture market while being aware
of emerging digital challenges. This future research agenda provides ample scope for future theoretical advancements
and applied science on digital marketing transformation, data-driven consumer insights, strategic decision-making, and
sustainable viticulture practices.
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