04161nam a22002777a 4500 OSt 20260515115210.0 260121b |||||||| |||| 00| 0 eng d 0969-5931 1873-6149 TBS EN TBS eng Jiménez-Asenjo, Noelia 26989 author Cheers in China! International marketing strategies of Spanish wine exporters / Noelia Jiménez-Asenjo, Diana A. Filipescu. International Business Review 2019. 647-659 pages. International business review, 2019-08, Vol.28 (4), p.647-659 Due to the globalization of the wine sector and the increase in competition, multinational enterprises (MNEs) and small and medium-sized enterprises (SMEs) have increased their presence in emerging markets, especially in China. This paper presents an in-depth analysis of the specific case of Spanish wine exporters to China, and examines the different external and internal factors impacting their international marketing decisions. Employing the case-study methodology, it is revealed that external factors force companies to adapt their back labels, distribution channels, prices and communications, while the internal factor of corporate strategy is the main cause for the standardisation of their product ranges, brand names, main labels and positioning. This paper also exposes the need to include the variable of firm size as an internal factor that is observed to have a major effect on the development and control of the marketing mix, as well as access to Guanxi networks. MSc International Business 26977 Emerging markets 26991 International marketing strategy 26992 Winemaking companies 26993 Filipescu, Diana A. 26990 author https://pdf.sciencedirectassets.com/271686/1-s2.0-S0969593119X00049/1-s2.0-S0969593117305887/main.pdf?X-Amz-Security-Token=IQoJb3JpZ2luX2VjEMT%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEaCXVzLWVhc3QtMSJHMEUCIQCxWBSljQHR41SaBLCrbSNBKtX2cx9nYXvQVwmjvsswkAIgOGPhI%2BcpoPi19%2BuFM%2Fu%2FRL5VuOAsEYIh12iVhVPmsgMqvAUIjf%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FARAFGgwwNTkwMDM1NDY4NjUiDK9AT6IKr%2BcPhJSjnyqQBQEmJD724UziBUtppC3V65x8n8eXAQtyZi8hSy0YxH%2BYPfezoEfUdmfyYFJoXEtvktCcSqVDkodjNEXHOIS4tlaDUqBONVDPbjEwREfAtff0F5h2PcQg0x3RetTN8OTsA5PT3j9LV54sKuL7FwAm1TaPJE62I73ZxvxTOzWdWV%2FsKNY2pjyUw2t0Zqg%2FIyeAAnnaDgk%2Fd%2F5qO7%2FYrVo0sMb1Qtfk1Q%2BYXh4qffkJztwstJD70aL7NGHzNVRVpcttlA4jww9CVN7HIcJ34ipS3735D1FgvlpqRgLArysmmRdEP%2BSn0fgyhmeJqPyqyOUw0ddT72Ld%2BLPggVC6qFobF9QgjLhU%2BlCusntUzyEKzYUVH3ZqdCYJ0ncduJWA%2Bl7elj9fI38ZYciJ2QbnjbhKxiQkVSCybNLcQy0q9dJJbWNQwKRd2%2BLSgqIwE5fcQWUlJOCTXf%2BFpqfJDJEz7m%2FNdlW1PdsFAQ8ndykXQnk%2FpWmTqh%2BjEKF7y8GBU1v5AQGG0cPZHEovkmRDVvvuY31mepp8j6sMnYHBNupU6s6QxOFM2sI%2FclMJJZB3%2F9q017oZjYYZrB%2BTP2zXzfUKaAub4HQVafc1RhvJTntw6z63P1wxzIPGHTddWHv8qn4RAZcjLyLS4B0d%2Fa1eLG5Ik45F2CTze6GW21G9JZmJ0FMpa2EWAeuxYVmJWpvVGdSffOH%2FxZAM2jq%2FOynALUDkxbVb4YxnrkfCIsHpnqztfdSSmjze1ZL%2BP0H0cK%2B1wUJQET0BNmDcK0E94xoIEaxnP9B%2FTGzWdi%2BkLD5M7yz78YkO6D%2Bu3nlSRFM4I6211AQXmtfY6BiQHdfuZ52bkhP4ACu%2BOCRTGGmRrx7Co3OsovblJWb4MMeJp8wGOrEBC82GZFvMTff7K28bCEQfUP2aoQltx8%2BM5chhAj23wZYzxWAUHer7tW%2F1u7Jh65NrQkcfuQto8y%2B6XGtAX5FOBO5ikkO2Pjp3KsfgOL6%2ByhH0RkKVZIELPrg%2BZhfiVplLlsOCMb6x9HsHsOYWtO2etKcXF%2F5hqtXYzpSzDBsGV39zfbb1ALIJVojRfVPyoOJORqhaIm3YW82i4oDwsrhDwSRjcW8CfhMWqvs2SMNwMEtq&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20260209T131755Z&X-Amz-SignedHeaders=host&X-Amz-Expires=300&X-Amz-Credential=ASIAQ3PHCVTY6MIDALR4%2F20260209%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Signature=d236d64bd681d7cb714a877eca87bd89bc3389f5396547b611a527218488d547&hash=3aab1a2f9d37b8d179745601d1b2eb270b3f36254823a4dd8a84d0349b702ebd&host=68042c943591013ac2b2430a89b270f6af2c76d8dfd086a07176afe7c76c2c61&pii=S0969593117305887&tid=spdf-54a83454-940d-4d08-8f8e-a9b7c17948f5&sid=a475499449fb7847374abaa1bcab5d500186gxrqb&type=client&tsoh=d3d3LXNjaWVuY2VkaXJlY3QtY29tLmh1Yi50YnMtZWR1Y2F0aW9uLmZy&rh=d3d3LXNjaWVuY2VkaXJlY3QtY29tLmh1Yi50YnMtZWR1Y2F0aW9uLmZy&ua=1c1d5c02005c03585457&rr=9cb3a6524a113cfe&cc=fr lcc 0 0 lcc 0 0 CT TBS TBS 2026-05-13 0 2026-05-13 https://pdf.sciencedirectassets.com/271686/1-s2.0-S0969593119X00049/1-s2.0-S0969593117305887/main.pdf?X-Amz-Security-Token=IQoJb3JpZ2luX2VjEMT%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEaCXVzLWVhc3QtMSJHMEUCIQCxWBSljQHR41SaBLCrbSNBKtX2cx9nYXvQVwmjvsswkAIgOGPhI%2BcpoPi19%2BuFM%2Fu%2FRL5VuOAsEYIh12iVhVPmsgMqvAUIjf%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FARAFGgwwNTkwMDM1NDY4NjUiDK9AT6IKr%2BcPhJSjnyqQBQEmJD724UziBUtppC3V65x8n8eXAQtyZi8hSy0YxH%2BYPfezoEfUdmfyYFJoXEtvktCcSqVDkodjNEXHOIS4tlaDUqBONVDPbjEwREfAtff0F5h2PcQg0x3RetTN8OTsA5PT3j9LV54sKuL7FwAm1TaPJE62I73ZxvxTOzWdWV%2FsKNY2pjyUw2t0Zqg%2FIyeAAnnaDgk%2Fd%2F5qO7%2FYrVo0sMb1Qtfk1Q%2BYXh4qffkJztwstJD70aL7NGHzNVRVpcttlA4jww9CVN7HIcJ34ipS3735D1FgvlpqRgLArysmmRdEP%2BSn0fgyhmeJqPyqyOUw0ddT72Ld%2BLPggVC6qFobF9QgjLhU%2BlCusntUzyEKzYUVH3ZqdCYJ0ncduJWA%2Bl7elj9fI38ZYciJ2QbnjbhKxiQkVSCybNLcQy0q9dJJbWNQwKRd2%2BLSgqIwE5fcQWUlJOCTXf%2BFpqfJDJEz7m%2FNdlW1PdsFAQ8ndykXQnk%2FpWmTqh%2BjEKF7y8GBU1v5AQGG0cPZHEovkmRDVvvuY31mepp8j6sMnYHBNupU6s6QxOFM2sI%2FclMJJZB3%2F9q017oZjYYZrB%2BTP2zXzfUKaAub4HQVafc1RhvJTntw6z63P1wxzIPGHTddWHv8qn4RAZcjLyLS4B0d%2Fa1eLG5Ik45F2CTze6GW21G9JZmJ0FMpa2EWAeuxYVmJWpvVGdSffOH%2FxZAM2jq%2FOynALUDkxbVb4YxnrkfCIsHpnqztfdSSmjze1ZL%2BP0H0cK%2B1wUJQET0BNmDcK0E94xoIEaxnP9B%2FTGzWdi%2BkLD5M7yz78YkO6D%2Bu3nlSRFM4I6211AQXmtfY6BiQHdfuZ52bkhP4ACu%2BOCRTGGmRrx7Co3OsovblJWb4MMeJp8wGOrEBC82GZFvMTff7K28bCEQfUP2aoQltx8%2BM5chhAj23wZYzxWAUHer7tW%2F1u7Jh65NrQkcfuQto8y%2B6XGtAX5FOBO5ikkO2Pjp3KsfgOL6%2ByhH0RkKVZIELPrg%2BZhfiVplLlsOCMb6x9HsHsOYWtO2etKcXF%2F5hqtXYzpSzDBsGV39zfbb1ALIJVojRfVPyoOJORqhaIm3YW82i4oDwsrhDwSRjcW8CfhMWqvs2SMNwMEtq&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20260209T131755Z&X-Amz-SignedHeaders=host&X-Amz-Expires=300&X-Amz-Credential=ASIAQ3PHCVTY6MIDALR4%2F20260209%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Signature=d236d64bd681d7cb714a877eca87bd89bc3389f5396547b611a527218488d547&hash=3aab1a2f9d37b8d179745601d1b2eb270b3f36254823a4dd8a84d0349b702ebd&host=68042c943591013ac2b2430a89b270f6af2c76d8dfd086a07176afe7c76c2c61&pii=S0969593117305887&tid=spdf-54a83454-940d-4d08-8f8e-a9b7c17948f5&sid=a475499449fb7847374abaa1bcab5d500186gxrqb&type=client&tsoh=d3d3LXNjaWVuY2VkaXJlY3QtY29tLmh1Yi50YnMtZWR1Y2F0aW9uLmZy&rh=d3d3LXNjaWVuY2VkaXJlY3QtY29tLmh1Yi50YnMtZWR1Y2F0aW9uLmZy&ua=1c1d5c02005c03585457&rr=9cb3a6524a113cfe&cc=fr 2026-05-13 ARTICLE 5237 5237