Competitive advantage in the world of wine—an analysis of differentiation strategies developed by sectoral brands in the global market

Daniel Marian Micu, Georgiana Armenița Arghiroiu, Ștefan Micu and Silviu Beciu

LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library

Abstract: This study aims to analyze the differentiation strategies developed by sectoral brands in the global wine industry and how these strategies interrelate. A sectoral brand is defined as having a distinctive brand name accompanied by a visual identity, with or without a slogan. Through an analysis of thirty-three sectoral brands developed by wine-producing countries, seven clusters of differentiation strategies and three clusters of differentiation attributes were identified, using quantitative and qualitative methods. The findings highlight the alignment between the differentiation strategies employed by sectoral brands and the underlying theoretical concepts, as well as overlaps between differentiation strategies and specific attributes. The results identify unrevealed opportunities for wine-producing countries that have not yet developed sectoral brands. This study’s main contribution consists of the application of a cluster analysis approach, which enabled the identification and interpretation of relationships among sectoral wine brands based on their differentiation strategies. Accordingly, the research addresses a notable gap in the existing literature by providing an integrative perspective on how sectoral brands differentiate within the world wine market. The practical implications of this study include offering valuable guidance to countries currently lacking sectoral wine brands and presenting a structured framework to effectively leverage unique national attributes.

Keywords: global wine market; global wine industry; competitive advantage; differentiation; cost leadership; sectoral brand; differentiation strategies; differentiation attributes; cluster analysis (search for similar items in EconPapers)
JEL-codes: J01 L81 R14 (search for similar items in EconPapers)
Pages: 27 pages
Date: 2025-06-01
New Economics Papers: this item is included in nep-cul
References: Add references at CitEc
Citations:

Published in Foods, 1, June, 2025, 14(11). ISSN: 2304-8158

Downloads: (external link)
http://eprints.lse.ac.uk/128279/ Open access version. (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ehl:lserod:128279

Access Statistics for this paper

More papers in LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library LSE Library Portugal Street London, WC2A 2HD, U.K.. Contact information at EDIRC.
Bibliographic data for series maintained by LSERO Manager ().