Internationalization strategies in the wine sector: a comparison of firms in different geographic indications

Abstract

This dissertation discusses the internationalization strategies of four Italian wineries, namely Cafaggio, Borgogno, and Sella&Mosca, and the role of their shared importer in the USA, Ethica Wines. The study analyzes how these wineries leverage Ethica Wines' distribution network and marketing expertise to expand their market share in the highly competitive US wine market. The research draws on qualitative data collected through semi-structured interviews with the management of each winery and Ethica Wines. The findings suggest that the wineries have adopted a collaborative approach to internationalization, leveraging Ethica Wines' market knowledge and distribution network to penetrate the US market. The study highlights the importance of strategic partnerships in the internationalization process and the need for effective communication and coordination among partners. The study also highlights the role of product differentiation and branding in the wineries' internationalization strategies. The wineries have focused on developing unique and high-quality products and building strong brands that resonate with American consumers. Ethica Wines has played a crucial role in promoting the wineries' products and building brand awareness through targeted marketing and promotional campaigns. Overall, the study provides valuable insights into the internationalization strategies of Italian wineries and the role of strategic partnerships in expanding their market share in the highly competitive US wine market.