type="main" xml:id="ajar12033-abs-0001" <p>With asymmetric information, consumers need to rely on the reputation of wine to define quality before the purchasing. Amongst the tools available for underlining reputation, geographic location is considered to offer high potential. Today, some wines...</p>

Purpose: The traditional view of the process of value creation suggests that it occurs inside the firm through its activities or resources. However, there are special cases where firms create value using external shared resources, e.g. a territorial brand. The purpose of this study is to...