Key Motivations and Drivers for Successful Blockchain Technology Adoption in the Wine Industry: Insights from Multiple Case Studies

The adoption of Blockchain Technology (BCT) is increasingly vital in industries requiring enhanced transparency and traceability, such as the wine sector. This paper aims to explore the key motivations and drivers behind BCT adoption in wine companies, with a focus on how the readiness of employees and management affects both the decision to adopt and the success of implementation. Utilizing a case study approach involving five wineries within the framework of the project W.E. B.E.S.T. (PRIN 2020 - Prot. 2020LMWF9Y), the research investigates the role of organizational readiness in facilitating effective BCT integration. Findings reveal that while motivations such as improved transparency, process efficiency, better communication with consumers and adding value to the wine are significant, the level of readiness among management and their dynamic capabilities are crucial for successful adoption. The study provides practical insights for wine companies, underscoring the necessity of organizational preparedness to fully harness the benefits of cutting-edge BCT.