Internationalization as a strategy to increase the competitiveness of the wine chain Gaucho

Abstract

This article examines the complexity of the competitive environment of the Brazilian wine industry, focusing on companies gaúcha through the perspective of the value chain, reporting the main challenges that are presented in relation to international competition. It also presents a case study conducted with two major players and their strategies of internationalization. Finally evaluate the constraints that hinder competitiveness in the global market, raising some issues that should be considered by companies seeking to expand its national participation in global markets.

Keywords

• estratégias de internacionalização
• cadeias produtivas
• processos de internacionalização.