Abstract
This paper presents the findings from an investigation into Portuguese wine exporters (port and table wine companies). The research was conducted via interviews with the presidents and marketing directors of these companies. This study revealed that the strategic orientation of Portuguese wine exporters is associated with a firm’s size. In the case of port wine companies, strategic orientation is also associated with a firm’s ownership. Additional findings and insights for future research in export marketing are provided. Research propositions are also suggested in order to approach the causal effects of the linkages between internal and external factors, marketing strategy, and export performance.
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