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Market entry strategy and export destination in the Spanish wine industry

Author

Listed:
  • Raul Serrano

    (Department of Business Administration, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2), Zaragoza, Spain)

  • Juan Ramón Ferrer

    (Department of Agricultural Economics, Statistics and Business Administration, Universidad Politécnica de Madrid, Campus Ciudad Universitaria, Madrid, Spain)

  • Silvia Abella

    (Department of Business Administration, Faculty of Business and Public Management, Universidad de Zaragoza, Huesca, Spain)

  • Vicente Pinilla

    (Department of Applied Economics, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2), Zaragoza, Spain)

Abstract

This paper analyses the market entry strategy of the Spanish wineries and their destination markets. For this purpose, channel adjustment was analysed. The novel aspect of this research is the use of exports on a winery level, basing the explanation of their export performance on a combination of internal decisions of the companies, and characteristics of the wine destination markets, in accordance with the purchasing patterns of their consumers. The results revealed the importance of strategic adjustment between winery and market destination, even though the importance of adjustment depends on the level of exports. Thus, channel adjustment is important for the probability of export and export intensity.

Suggested Citation

  • Raul Serrano & Juan Ramón Ferrer & Silvia Abella & Vicente Pinilla, 2024. "Market entry strategy and export destination in the Spanish wine industry," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(12), pages 621-632.
    • Handle: RePEc:caa:jnlage:v:70:y:2024:i:12:id:107-2024-agricecon
    DOI: 10.17221/107/2024-AGRICECON
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