Branding Strategies And Accounting In Wine Production: A Historical Analysis of "Fontanafredda" (1858-1932)

This chapter aims to study the results of the business activity of the wine producer, Fontanafredda, between 1858 and 1932, by analysing company records and other administration documents. Admittedly, the wine industry—together with pasta and high-fashion goods—has long made an important contribution to the Italian economy, as part of the “Made in Italy” lifestyle (Porter, 1998; Sargiacomo, 2008). The chapter is linked to the manifesto of the Società Italiana di Storia della Ragioneria (Italian Society of Accounting History): the objective is to understand the dynamics and consequences of entrepreneurial choices made over a period of time.