Managing export success – An empirical picture of German wineries’ performance

Dreßler, Marc

doi:10.1051/bioconf/20150503001

Cited by 3 publications

(6 citation statements)

References 34 publications

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“…Indeed, experiential marketing is increasingly important since "experiential" attributes fulfill the emotional utility of wines by hedonic or symbolic values to be experienced with senses, pleasures, feelings, and emotions [26,[133][134][135][136][137][138]. Since previous studies on German wine export concluded that German producers are highly regarded for their reliability and their good knowledge of destination markets but lack an adaptation of their offerings to meet target markets [29] and often emotional value in the export countries, this study explores destination-specific offer designs to overcome the identified deficit [30].…”

Section: Exploring Destination-centric and Sustainable Wine Export Of...mentioning

confidence: 99%

“…Wine production requires climatic conditions and the "terroir" concept explains that unique wines can only be produced in certain local conditions [11,12]. As nation centricity, and strategic offer design, and a lack of empirical evidence on how to address those key aspects [30] have motivated this study to explore whether "German wine producers can increase their attractiveness in competitive wine trade? ".…”

Section: Introductionmentioning

confidence: 99%

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Destination-Centric Wine Exports: Offering Design Concepts and Sustainability

Dreßler

2023

Beverages

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With more than 40% of produced wine crossing borders, wine represents a truly global beverage. Wine export serves as a sales lever, especially for producers where home wine consumption diminishes but the global wine business is highly competitive. The literature tells that in competitive market innovation, customer centrism, and increasing sustainability are key. Wine export offerings need to meet the customer’s desires in the targeted foreign destinations. German wine providers have to catch-up in regard to destination-specific preferences so they can offer adaptation or suffer a competitive disadvantage in sustainability positioning. The main aims of this study were to validate the importance of sustainability in wine import and to explore destination-specific preferences and potential sustainable offer designs on the basis of new, fungus-resistant grape (FRG) wines by an explorative, qualitative approach. Evaluating the key export markets for German wine, the study delved into a performance assessment on how German providers who are marked by small-scale structures and fragmentation are positioned in regard to the primary purchasing factors in global wine competition, in regard to sustainability, and how to overcome performance gaps by tailoring destination-specific export offerings. In order to close a lack of research on destination-oriented sustainable wine offer design and to provide orientation for practitioners, an empirical study tested wine export offerings in the form of four concepts with a strong emphasis on sustainability and FRGs. More than 100 wine experts in the five key countries for German wine exports served to explore country preferences for offer elements and perceived performance of German wine producers. The interviews revealed (a) that sustainability is a must for wine export sales; (b) that German wine producers limp in sustainability reputation; (c) the existence of country-specific preferences allowing exporters to tailor their offerings to the specific needs in their ambition to increase export performance; (d) that German wine producers can potentially claim sustainability on the basis of a fitting concept; (e) FRGs are potentially suited to reposition innovatively and sustainably; (f) a playful exploitation of stereotypes for German suppliers is risky; (g) that an offer concept on sustainability and “made in Germany” characteristics (design, technology, and reliability) is highly regarded potentially allowing to escape price cutting in their key export destinations.

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Section: Exploring Destination-centric and Sustainable Wine Export Of...mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Destination-Centric Wine Exports: Offering Design Concepts and Sustainability

Dreßler

2023

Beverages

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“…The interviewed experts judged export programs of importance and stated that in the case of Germany, providing the needed level of support and activity. Indeed, Germany's wine export organizations engaged to change the global perception of Germany, transitioning from former a profile of sweet and cheap wines, to now representing modern and highly attractive quality wines [255,258,263]. Quality awards and highest recognition not only for Riesling, and a positive trend in wine export prices illustrate success of the quality positioning efforts [55,87,254].…”

Section: Export Performancementioning

confidence: 99%

The German Wine Market: A Comprehensive Strategic and Economic Analysis

Dreßler

2018

Beverages

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Even though it is famous for beer, Germany offers one of the most attractive wine markets, exemplified by being the fourth biggest wine consumption market and a world champion in sparkling wine consumption as well as in wine imports. Still, fragmentation, intensive competition, lack of growth, and a changing environment speak to a challenging market for suppliers. In the absence of a comprehensive investigation on the market, this article aspires to deliver an economic and strategic market analysis. The statistical data is therefore complemented by the primary market research, notably online surveys on strategy and innovation, a proprietary database on wineries’ reputation, and an international expert survey on export success factors. The following market study aims to provide a concise overview covering the relevant market data, and to disclose strategic information about the German wine industry beyond pure market statistics. The German wine market, in the stable wine volume sold, shows dynamism underneath “the tip of the iceberg”, with industry specific environmental forces. Indeed, as the wine industry deals with agricultural products of a high emotional utility, players need to address the world of commodities and of differentiation. Structural changes are visible in the drive-out of players. Moreover, diverse and even restricting environmental factors motivate supplier´s innovation. The key is the changing consumer. Adaptive and innovative suppliers seize market opportunities and expand, despite a lack of market growth. Although the overall price level of wine in the German market is comparatively low, a voluminous premium market exists, where consumers search for experience. Sustainability has been gaining ground, and in cases of appealing offerings and strategic profiling, wineries outperform intensive rivalries and are not limited by missing growth perspectives. Expenditures for marketing will further increase, and cost management is indispensable. Success in the German wine business requires an in-depth knowledge of the complex market and its evolution.

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“…H2: Skilled workforce [2], has a positive impact on export activities in Cibaduyut. H3: Good product made [1,3], has a positive impact on export ac-tivities in Cibaduyut. H4: Strategic location [4], has a positive impact on export activ-ities in Cibaduyut.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…Skilled labor is closely related to higher work productivity [2]. The company's commitment to export orientation with innovation has a role to the success of exports [3]. Most of the success of exports comes from the ability of firms to implement marketing strategies effectively [5].…”

Section: Internal Factor For Exportmentioning

confidence: 99%

Internal factors that affect SMEs to export: A case study of Footwear Cluster

et al. 2018

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Cibaduyut is one of the footwear clusters that have a high potential in terms of export. The development of globalization creates new pressures and opportunities in competition for SMEs nationally and internationally; the internal factors, playing an important role for SMEs to export. The purpose of this study is to determine what internal factors affect the decision of SMEs in the cluster to export, how, and what the future recommendations to develop export activities in Cibaduyut cluster. The research method used in this research is by using a quantitative method to 10 respondents that have export experience by using frequency data approach. From the frequency data studied, 10 internal factors that include, strong business capital, skilled workforce, good product made, strategic location, intensive marketing, adequate machine tools, adequate warehouse, attractive packaging, foreign language skills, and availability of raw materials, studied to 10 respondents by using the data frequency approach of the development hypothesis, indicates that only the language factor is rejected in the hypothesis testing.

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Managing export success – An empirical picture of German wineries’ performance

Cited by 3 publications

References 34 publications

Destination-Centric Wine Exports: Offering Design Concepts and Sustainability

Destination-Centric Wine Exports: Offering Design Concepts and Sustainability

The German Wine Market: A Comprehensive Strategic and Economic Analysis

Internal factors that affect SMEs to export: A case study of Footwear Cluster

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