Institution’s influence in the internationalization of the wineries in Brazil

• Autor(a) principal: Calixto, Cyntia Vilasboas
• Data de Publicação: 2012
• Outros Autores: Monticelli, Jefferson Marlon, Garrido, Ivan Lapuente, de Vasconcellos, Silvio Luis
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/912
• topic: Internationalization. Wines of Brasil. Institutional based view.; Internacionalização de empresas. Wines of Brasil. Visão baseada nas instituições.

The rise on international competition in the wine market in Brazil led Brazilian wineries to analyze their strategies and reach foreign markets as an alternative to reinforce their competitiveness. This case study aimed to comprehend the influence of institutions in the internationalization process of the wineries located at Serra Gaúcha (Southern region of Brazil). Therefore, we developed this study based on the interviews made with the managers of Wines of Brazil, as well as with 4 wineries participating in the project, also using documental research. The project called Wines of Brasil, developed by the Brazilian Wine Institute (Instituto Brasileiro do Vinho - IBRAVIN) and the Brazilian Trade and Investment Promotion Agency (Agência Brasileira de Promoção à Exportação e Investimentos - APEX), was developed to promote the Brazilian wines abroad.  The institutional infrastructure developed by this project has fomented the internationalization of the wineries in the region, improving the image of Brazilian wines not only abroad, but also internally, through the increase on the amount exported as well as the number of wineries involved in the exporting process. During our research of the theoretical foundations of internationalization, we realized that none of them could explain completely the actions developed by the wineries towards external market. However, we could observe the relevance of the institutional environment on a national level to boost the internationalization process in the Brazilian wineries, even though there are limitations on normative and regulatory structures where the agents are involved.