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International Marketing Strategy And Export Performance In Spanish Wine Firms

Author

Listed:
  • Rául Serrano

    (Department of Business Administration, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2))

  • Juan R. Ferrer

    (Department of Agricultural Economics, Statistics and Business Administration, Universidad Politécnica de Madrid)

  • Silvia Abella

    (Department of Business Administration, Universidad de Zaragoza)

  • Vicente Pinilla

    (Department of Applied Economics, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2))

Abstract

The objective of this paper is to study the importance that adjustments between the marketing mix of the company and the characteristics of the destination market have in improving export performance. Four adjustments have been analysed: channel, positioning, price and knowledge. The most novel aspect of this research is the use of exports on a firm level, basing their explanation on a combination of the internal decisions of the companies and the characteristics of the destination markets. The results reveal the importance of strategic positioning adjustment between the origin and destination as a key factor that favours exports.

Suggested Citation

  • Rául Serrano & Juan R. Ferrer & Silvia Abella & Vicente Pinilla, 2023. "International Marketing Strategy And Export Performance In Spanish Wine Firms," Documentos de Trabajo dt2023-03, Facultad de Ciencias Económicas y Empresariales, Universidad de Zaragoza.
    • Handle: RePEc:zar:wpaper:dt2023-03
    as

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    References listed on IDEAS

    as
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    More about this item

    Keywords

    : Firms export performance; marketing mix; wine industry; wine exports;
    All these keywords.

    JEL classification:

    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

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