Knowledge Management, Innovation and Business Growth in Wine Tourism: The Case of Finca La Estacada

Finca La Estacada has developed a strategy of growth through diversification by offering the customer not only its exclusive wines, but also the possibility of enjoying a unique wine-related experience at its wine tourism complex. The firm’s wine tourism activity has been essentially based on the development of a knowledge strategy that has allowed it to generate a continuous flow of innovations aimed at offering tourists a comprehensive and high-quality service. One of the key factors of its success is the development of an employee-oriented human resources policy and a corporate culture that favors customer service orientation, open and honest communication between all members of the firm and the commitment of all its employees to innovation. Another is the establishment of cooperation agreements with other firms and institutions that have allowed the firm to incorporate the external knowledge required to adapt to market changes and customer needs. This case study shows how an appropriate knowledge strategy can serve to enhance innovation and business growth.