Facoltà: Economia Aziendale - classe L-18
Collocazione: 21735
Autore: Rastelli Camilla
Data: 24/10/2023
Titolo: Metaverse and NFT Adoption in SMEs: The Case Study of Cantina Capellini.
Relatore: Mari Luca
Autorizzazione per la consultazione: SI
Le tesi si possono consultare unicamente in sede
This thesis delves into analyzing the implementation of the metaverse and Non-Fungible Tokens (NFTs) within the context of small and medium enterprises (SMEs), focusing on the case study Cantina Capellini. This winery is a compelling case study because it is a prime example of how SMEs can embrace innovation. This case study's primary objective is to investigate the driving forces behind the implementation of the metaverse and NFTs, along with the possible approaches for their use. Cantina Capellini is a small family-owned winery deeply connected to its tradition and its territory, located in Cinque Terre. During the pandemic, they decided to start digitalizing, and their innovative approach led them to develop a unique NFT project, in which they are going to combine the creation of unique digital assets with the use of the metaverse. This project features ten limited edition physical bottles of 2023 Sciacchetrà, with a corresponding digital twin, under the form of NFT. The NFT will be on the cryptocurrency market since 2024 and buyers of the digital version will receive the physical bottle only after June 2025, when the wine will be mature. The study reveals that Cantina Capellini was influenced to develop this project due to their familiarity with these technologies. This NFT project offers a new dimension of ownership for a small winery, where each bottle will have a unique digital identity. Furthermore, they recognize that having a virtual replica of their winery will allow them to engage with many users, overcoming geographical and physical limitations. Through immersive events, Cantina Capellini aims to facilitate a genuine connection with users, encouraging customer engagement and brand loyalty. The promotion of this project includes hybrid events, as Cantina Capellini remains conscious that traditional strategies cannot yet be left behind. By properly announcing the uniqueness of this project, Cantina Capellini can position itself as an up-and-coming enterprise with room for growth. This perspective would increase the value of the wines and NFTs, which is a crucial aspect for buyers who are seeking to invest in digital assets. However, Cantina Capellini, acknowledges the potential technical complications, legal considerations, and unpredictability of customers' perceptions linked with their project. Overall, the findings show that combining the NFT project with the metaverse usage can lead to promising results. Cantina Capellini's main objective is to stand out in the market, being the first small winery to implement such a strategy. This case study offers a fresh point of view for small and medium wineries seeking to blend tradition and innovation within the wine industry.
