IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v14y2021i12p14.html
   My bibliography  Save this article

The Internationalization of Business and Their Approach to New Markets: A Focus on US Wine Consumer

Author

Listed:
  • Piero Mastroberardino
  • Giuseppe Calabrese
  • Flora Cortese
  • Miriam Petracca

Abstract

The paper develops an exploratory research. It aims to understand the elements considered by a wine company to enter the US market and the characteristics considered to be important for US wine consumers when choosing a wine. For this purpose, the paper conducts two different steps of study- (1) it analyzes the US wine market, through a secondary data set; and (2) it studies a random sample of 4,560 reviews of US wines consumers found on CellarTracker. After a reflection on cultural issues related to the internationalization of companies, the paper presents briefly the theme of cross-cultural management, which is fundamental for the approach to new markets, and then it focuses on the wine industry. The focus will be on the peculiarity of the production of Italian wine companies and their choices of internationalization, particularly in the US market. The analyses show that (1) the US market ranks first in terms of consumption and represents, among other things, the first destination area for Italian sales and (2) the US consumer is strongly focused on the organoleptic properties of the wine.

Suggested Citation

  • Piero Mastroberardino & Giuseppe Calabrese & Flora Cortese & Miriam Petracca, 2021. "The Internationalization of Business and Their Approach to New Markets: A Focus on US Wine Consumer," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(12), pages 1-14, July.
    • Handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:12:p:14
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/0/0/41247/42652
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/0/41247
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:12:p:14. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.