The Strategic Role of Sustainability Certifications: A Multi‐Theoretical Framework and Comparative Analysis in the Global Wine Industry

ABSTRACT

Sustainability certifications are increasingly embedded in the governance and competitiveness of the wine sector, yet their strategic role remains under‐theorised. This study conceptualises certifications as multidimensional strategic mechanisms and conducts a comparative analysis of 50 schemes used in the global wine industry. Drawing on information economics, the resource‐based view, dynamic capabilities and institutional theory, it develops a typology of five certification families and examines how they generate distinct forms of strategic value. The findings show that certification schemes prioritise different combinations of credibility, reputation, capabilities and legitimacy. These differences translate into distinct strategic roles, ranging from market signalling and competitive positioning to organisational development and institutional alignment, shaped by underlying trade‐offs across dimensions. By providing a structured typology and an integrated framework, the study offers a foundation for analysing certification systems as differentiated components of sustainability governance, with implications for managerial strategy and policy design.