Agric. Econ. - Czech, 2024, 70(12):621-632 | DOI: 10.17221/107/2024-AGRICECON

Market entry strategy and export destination in the Spanish wine industryOriginal Paper

Raul Serrano ORCID...1, Juan Ramón Ferrer ORCID...2, Silvia Abella ORCID...3, Vicente Pinilla ORCID...4
1 Department of Business Administration, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2), Zaragoza, Spain
2 Department of Agricultural Economics, Statistics and Business Administration, Universidad Politécnica de Madrid, Campus Ciudad Universitaria, Madrid, Spain
3 Department of Business Administration, Faculty of Business and Public Management, Universidad de Zaragoza, Huesca, Spain
4 Department of Applied Economics, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2), Zaragoza, Spain

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.

Keywords: channel adjustment; wine companies export strategies; wine exports; wine firms’ strategy; wine international market

Received: March 21, 2024; Revised: November 9, 2024; Accepted: November 20, 2024; Published: December 23, 2024  Show citation

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Serrano R, Ferrer JR, Abella S, Pinilla V. Market entry strategy and export destination in the Spanish wine industry. Agric. Econ. - Czech. 2024;70(12):621-632. doi: 10.17221/107/2024-AGRICECON.
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