Abstract
The paper develops an exploratory research. It aims to understand the elements considered by a wine company to enter the US market and the characteristics considered to be important for US wine consumers when choosing a wine. For this purpose, the paper conducts two different steps of study: (1) it analyzes the US wine market, through a secondary data set; and (2) it studies a random sample of 4,560 reviews of US wines consumers found on CellarTracker. After a reflection on cultural issues related to the internationalization of companies, the paper presents briefly the theme of cross-cultural management, which is fundamental for the approach to new markets, and then it focuses on the wine industry. The focus will be on the peculiarity of the production of Italian wine companies and their choices of internationalization, particularly in the US market. The analyses show that (1) the US market ranks first in terms of consumption and represents, among other things, the first destination area for Italian sales and (2) the US consumer is strongly focused on the organoleptic properties of the wine.
Highlights
With globalization, the internationalization strategy appears no longer qualified as a discretionary option for companies that—with a certain financial and organizational potential—intend to grow outside national borders
This work presents briefly the theme of cross-cultural management, which is fundamental for the approach to new markets, and it focuses on the wine industry
We show the results of the two steps of analysis: the first presents the results of the US wine market overview; the second is about the outcome of the Cellar Tracker’s reviews
Summary
The internationalization strategy appears no longer qualified as a discretionary option for companies that—with a certain financial and organizational potential—intend to grow outside national borders. On the contrary, it becomes increasingly necessary for the survival of those organizations that operate in saturated domestic markets and/or need to reduce production costs. The analysis of the “host” country culture is fundamental as it influences the approach to the market, the relationship with other actors in the competitive environment It affects the culture of the company itself, the organization and the management of processes. The work first presents an analysis, on secondary data, of the US wine market and focuses on the study of the tastes of wine consumers in the United States, the most important export area for Italian wines
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