Small is beautiful for exports: study of ten cases of small french wine companies

Sea pequeño y tenga éxito para la exportación: estudio de diez casos de empresas vitiviniculturas francesas

Foued Cheriet () and Carole Maurel ()
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Foued Cheriet: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement
Carole Maurel: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: Several issues punctuate previous research on SMEs export, and more specifically about liability of smallness. Our work aims to analyze the success factors and risks of international failure of these companies. We conducted an empirical analysis on ten cases of French wine companies. Our results show a strong diversity of export trajectories and distinct visions of success and failure of international strategies. Three non-exclusive strategies (partnership, communication, human resources) are emerging. Far from being a liability, the small size of wine-pro­ducing companies can be translated into distinctive competitive attributes (link to the terroir, specialization, image-history of the producer).

Keywords: case study; wine; vin; pme; étude de cas; performance; exportation (search for similar items in EconPapers)
Date: 2020
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Published in Management international = International management = Gestión internacional, 2020, 24 (6), pp.114-126. ⟨10.7202/1077353ar⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02437656

DOI: 10.7202/1077353ar

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