The marketing implications of value chain governance strategies of wine products using geographical indications (GIs) in Italy and UK

Value chain governance (VCG) strategies have important marketing implications for specific wineand agri-food products that used GIs in Italy and UK. There are many challenges surrounding theprevailing trend or movement towards the adoption of exclusive quality standards and distinctions inthe global supply chains of agri-food products, including wines to support the conception of traceabilityand safety assurances. This article aimed to reviewing previous research that could be relevant tothe analysis of governance mechanisms in supply chains related to GIs for these products. The studyanalyzed how other researchers coped with these research issues. The survey was qualitative in nature,and recapped selected case studies from Italy and UK, regarding the VCG of wine and food productsGIs. Therefore, the findings were limited only to the impact of VCG, wine and food production inthese areas and could not be generalized beyond them. The article contributes in advancing knowledgeand transferring it from existing situations in developed countries or markets to the developing ones.