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Product-market adjustment and wine export performance

Author

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  • Serrano, Raul
  • Abella-Garcés, Silvia
  • Ferrer, Juan Ramón
  • Pinilla, Vicente

Abstract

This paper analyzes the impact of product-market fit on firms’ export performance, focusing specifically on the case of wineries. To this end, we use a representative sample of Spanish wineries and data on 49 export markets. The empirical analysis is based on a firm heterogeneity model that integrates both macroeconomic and firm-level factors influencing wine export performance. Our findings indicate that a good product–market match facilitates export activity and can mitigate traditional barriers to international trade, such as geographic or political distance. When a winery conducts effective market research and identify markets where consumer preferences align closely with the characteristics of its products, its export performance improves significantly.

Suggested Citation

  • Serrano, Raul & Abella-Garcés, Silvia & Ferrer, Juan Ramón & Pinilla, Vicente, 2026. "Product-market adjustment and wine export performance," Journal of Wine Economics, Cambridge University Press, vol. 21(1), pages 14-33, February.
    • Handle: RePEc:cup:jwecon:v:21:y:2026:i:1:p:14-33_2
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