Planting tradition and harvesting innovation : a case study of how a Portuguese family winery achieved international reputation

• Autor(a) principal: Gouveia, Mafalda Alexandra Carreira de
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/41117
• topic: Wine industry; Family wineries; Differentiation strategy; Tradition and innovation; Wine tourism; International reputation; Indústria vinícola; Produtores familiares; Estratégias de diferenciação; Tradição e inovação; Enoturismo; Reputação internacional; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Although small family-owned businesses populate the wine industry, they encounter greater barriers when trying to promote their wines, especially at an international level. The purpose of this thesis is to investigate how small wineries can stand out from competitors. The level of rivalry in the market is lessened when producers can differentiate their products. While an innovation strategy is crucial for wine producers to compete, research on how they approach such practices is scarce. This work seeks to complement the existing literature by illustrating the analysis with a case study of Ervideira, a Portuguese family-run winery. The company’s international success relies on the production of high-end wines and innovation both in the production methods applied and the services provided. The company has invested in promoting the wines through direct contact with clients via the wine club, its stores, and its website, as well as attempting to attract potential customers through wine tourism and trade fair participation. I conclude that small wineries can differentiate themselves in the market by managing innovation and quality while nurturing tradition and adjusting to global consumer trends.