The prevalence of alliances in the expansion of wine-producers into emerging markets

• Autor(a) principal: Silvério, Patrícia Filhó
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20646
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The present study reviews the importance of alliances in the internationalization process of wineproducers in emerging countries. The results originated from the conducted analysis reveal that the previous existence of networks facilitates the identification of alliance partners, anteceded by the identification of potential markets for foreign entry. That being said, partnerships play a key role when it comes to entering a new emerging market and how. More so, it was possible to observe that alliances clarify some characteristics and challenges in the focal market, allowing for a realistic adjustment of expectations and goals. Finally, trust emerged as the essential characteristic of long-term alliances. Assurance brought on by the existence of personal relationships associated with reliance on the information and knowledge provided by a second party are important trustbuilders. We are therefore able to establish a positive relationship between alliances and success in emerging markets, despite adverse environmental conditions. The wine industry, affected by trade sanctions imposed in Russia, is an exceptional example of how challenges and uncertainty can be vanquished by having social connections and strategic partners in foreign markets.