Details

Autor(en) / Beteiligte

• de Farias, Ana Carolina Silva

Titel

International Market Selection for Portuguese Wineries

Ort / Verlag

ProQuest Dissertations & Theses

Erscheinungsjahr

2023

Link zum Volltext

• ProQuest

Quelle

ProQuest Dissertations & Theses A&I

Beschreibungen/Notizen

• Wine has been part of people’s lives since ancient times; through the fermentation of grapes, it can bring health, social, and economic benefits. As one of the most traditional wine-producing regions of the world, this sector is very important to the country’s economy, involving several areas such as exports, tourism, logistics and industry. The sector, however, is mostly made by small and medium-sized wineries that many times struggle in the domestic market and finds it difficult to expand their international presence. This study aims to investigate how a crucial step of the internationalization process occurs for Portuguese wineries, International Market Selection (IMS).Through questionnaires answered by 41 Portuguese wineries, this research conducted non-parametric statistical tests to understand whether characteristics of the wineries (size and location) had an effect in the method selected and how the different IMS approaches were related to the wineries’ success. Seven main IMS methods were selected for questioning including systematic and non-systematic approaches. Mainly, the bigger the enterprise the more it tends to select three types of approaches: Analysis of the wineries’ internal factors in the Preliminary Screening approach, the method Foreign Market Opportunity Analysis and to respond specific orders from fairs. As for success and to what degree the wineries’ were successful in their initial goals when starting this process, the only statistically significant method that indicates an influence in success was geographic proximity for both hypotheses and for reaching their objectives, performing an industry and sector analysis in the Preliminary Screening approach was also statistically significant, also indicating a positive relationship, however the results showed that there are limitations of the effectiveness of the extent usage of the methods.While the main results contradict a few studies in the field, it is aligned with a few other that pointed out the importance of Geographic Proximity. In addition, the study confirms a very common statement in IMS literature, that is market knowledge.