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IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Orals - Economy and law 9 Market entry strategies in the U.S. alcohol distribution: The case of French wine exporters

Market entry strategies in the U.S. alcohol distribution: The case of French wine exporters

Abstract

This study examines the different strategies adopted by wine exporters/traders located in France for penetrating the international alcohol distribution networks in the U.S. market (and to a lesser extent the Canadian market). Grounded in the business-to-business marketing literature, this research conceptualizes a framework incorporating a ‘stakeholder’ approach. Contrary to most studies focused on the exporter resources and capabilities, our study adopts a deterministic perspective on exports. This single year study uses firm-level data and a sample of more than 32 700 wine containers. Findings suggest that exports from different regions are influenced by factors associated to the buyer side. The organization of the distribution networks and the environment related to sea ports and shipping destinations influence wine shipments. The study provides new insights about the strategic choices of wine exporters/traders and specifies essential factors to consider for the choices of distribution channels in wine exports.

Stratégies d’accès à la distribution de boissons alcoolisées aux États-Unis : le cas des négociants en vins français

Cette étude porte sur les différentes stratégies adoptées par les exportateurs de vin situés en France pour pénétrer les réseaux internationaux de distribution d’alcools sur le marché des États-Unis (et, dans une moindre mesure, sur le marché canadien). À partir de la construction d’une grille de lecture « partenariale » sur le marketing interentreprises (B2B) (Ellegaard et Medlin, 2018), nous essayons d’appréhender les logiques d’action qui sous-tendent les stratégies des exportateurs pour pénétrer les réseaux de distribution d’alcools (grossistes, importateurs, monopoles d’alcool). L’étude empirique est fondée sur la modélisation « partenariale » des exportations de vins tranquilles et effervescents. À l’opposé des méthodologies empiriques sur les exportations de vins basées sur les données nationales ou régionales, notre étude est centrée sur la firme exportatrice et ses partenaires. L’échantillon de base comprend l’analyse de plus de 26 300 conteneurs expédiés par des négociants en vins français vers les partenaires américains, pendant une période de 12 mois. Les résultats suggèrent l’existence d’une hétérogénéité dans les choix dans les réseaux de distribution parmi les exportateurs de vin, mais également la présence de modèles distinctifs liés à la nature unique du type de produits commercialisés (vins tranquilles, vins effervescents…) et à l’effet d’échelle. Ce travail contribue à une meilleure compréhension des choix des transactions ainsi que des modes de gouvernance relationnelle dans les circuits de distribution. Nos résultats contribuent à une meilleure compréhension des choix stratégiques des négociants en vin. Les implications tirées de nos résultats suggèrent le besoin de prise en compte de la spécificité des partenaires.

Estrategias de acceso a la red de distribución de bebidas alcohólicas: el caso de los exportadores de vinos franceses

Este trabajo investiga las diferentes estrategias adoptadas por los exportadores de vino ubicados en Francia para penetrar las redes internacionales de distribución de bebidas alcohólicas en el mercado estadounidense (y, en menor medida, en el mercado canadiense). Basado en la literatura de marketing de relaciones inter-empresas (B2B) (Ellegaard y Medlin, 2018), este estudio adopta un marco conceptual enfocado en los Stakeholders para comprender la lógica detrás de las estrategias de los exportadores para penetrar en las redes de distribución (mayoristas, importadores, monopolios de alcohol). El estudio empírico se basa en el análisis de las exportaciones de vinos tranquilos y espumosos. A diferencia de la mayoría de los estudios que utilizan datos a nivel nacional o regional, nuestro estudio adopta un enfoque a nivel de empresa. La muestra incluye el análisis de más de 26,300 contenedores enviados por exportadores de vino franceses a sus clientes estadounidenses durante un período de 12 meses. Los resultados sugieren la existencia de heterogeneidad en la elección de las opciones en las redes de distribución entre los exportadores de vino, pero también patrones distintivos relacionados con la naturaleza concreta del tipo de productos comercializados (vinos tranquilos, espumosos…) y los efectos de escala. Esta investigación contribuye a una mejor comprensión de las transacciones y la gobernanza de las relaciones entre los exportadores de vino y sus clientes en los canales de distribución. Nuestros resultados contribuyen a una mejor comprensión de las elecciones estratégicas de los exportadores de vino. Nuestros resultados sugieren la necesidad de tener en cuenta la especificidad de las partes en la relación comercial.

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DOI:

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Alfredo Coelho¹, Victor Manuel Castillo Giron², Suhey Ayala Ramirez²

¹ Bordeaux Sciences Agro, 1 Cours du Général de Gaulle, Gradignan, France
² Universidad de Guadalajara – CUValles, Ameca, Jalisco, Mexico

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Tags

Full papers OIV 2024 | IVES Conference Series | OIV | OIV 2024

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