Abstract
This paper presents the finding from an investigation of two types of Portuguese wine companies: port and table wine exporters. A strategic orientation framework was proposed to support this qualitative investigation. This new framework systematises how to achieve long‐term profitability based on a clear definition of an appropriate strategic orientation. It shows that there are three ways that can be used simultaneously to achieve long‐term profitability: (1) through the ‘redeployment of capital resources’, (2) ‘increasing volume’, and/or (3) ‘improving productivity’. This study revealed that in the case of port wine companies strategic orientation is associated with firm ownership; for Portuguese table wine companies, it is associated with firm size. In addition, based on research conducted via semi‐structured interviews with presidents and directors of Portuguese wine exporters, several recommendations for the wine industry are presented. However, since this investigation is built on a study of specific wine sectors which have particular characteristics, analytical generalisations to export wine marketing must be made with caution.
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