1 - Jefferson Marlon Monticelli UNIVERSIDADE DO VALE DO RIO DOS SINOS (UNISINOS) - Programa de Pós-Graduação em Administração
2 - Fábio Dal-Soto UNIVERSIDADE DE CRUZ ALTA (UNICRUZ) - CCHS - Curso de Administração
3 - Ariele Almeida Goulart UNIVERSIDADE DE CRUZ ALTA (UNICRUZ) - Campus
Reumo
It revolves around the Wines of Brasil project, which was created to promote the Brazilian wine industry in the international market. Although a great deal of effort has been expended, the lack of awareness of Brazilian wine on international markets remains a challenge.
The case of Wines of Brasil aims to provide a starting point for reflections and discussions about the influence of home country formal institutions on the internationalization process of an industry in an emerging market context.
Data used in the preparation of this case were obtained through semi-structured interviews with 21 representatives of wineries and formal institutions. These data were analyzed with the help of NVivo software, version 10.0. Data were also collected from industry bodies, newspapers, and magazines, dissertations, theses and printed and digital materials located on the websites of the actors surveyed.
The case is appropriate for modules related to strategy and international businesses at the undergraduate or post-graduate levels.
Hall, P.A., & Soskice, D. (2001). Varieties of capitalism: the institutional foundations of comparative advantage. New York: Oxford University Press.
Grant, W., Coen, D., & Wilson, G. (2010). Political Science Perspectives on Business and Government. APSA 2010 Annual Meeting Paper.
Gammeltoft, P., Barnard, H., & Madhok, A. (2010). Emerging multinationals, emerging theory: macro and micro-level perspectives. Journal of International Management, 16, 95-101.