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022			_a0969-5931
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040			_aTBS _bEN _cTBS
041			_aeng
100			_aJiménez-Asenjo, Noelia _926989 _eauthor
245			_aCheers in China! International marketing strategies of Spanish wine exporters _c/ Noelia Jiménez-Asenjo, Diana A. Filipescu.
260			_bInternational Business Review _c2019.
300			_a647-659 pages.
362			_aInternational business review, 2019-08, Vol.28 (4), p.647-659
505			_aDue 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.
630		0	_aMSc International Business _926977
650		0	_aEmerging markets _926991
650		0	_aInternational marketing strategy _926992
650		0	_aWinemaking companies _926993
700			_aFilipescu, Diana A. _926990 _eauthor
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