Managing export success – An empirical picture of German wineries’ performance

Abstract

Export represents an important strategic lever for enterprises to reach new clients, to diversify, and to participate in regional economic growth. An online based survey invited more than 800 wine experts to assess wine export success factors as well as the performance of German producers. The questionnaire tested a literature based success factor framework with the four success factors. The experts assessed the relevance of the levers for the wine industry and the performance of German produc- ers. Respondents judged all four success factors as well as all underlying 27 criteria to be relevant in the wine industry. Export strategy receives highest value of the success factor rating. The survey depicts a heterogeneous performance of German produc- ers comparing the success factors but a homogeneous performance for all the underlying criteria within each success factor. The responses reveal a performance gap for the success factors export commitment and export strategy. For the success factor export knowledge German producers apparently overperform. Export programs are of importance and in the case of Germany appar- ently meet the needed level of support and activity. The results thereby support empiric findings in the context of cultural differ- ences of different nations. The study provides orientation for German wine producers but also small and medium enterprises of other industries.