AN ANALYSIS OF INTEGRATED SECTOR PROJECT WINES OF BRASIL AS INTERNATIONALIZATION STRATEGY OF BRAZILIAN WINE INDUSTRY

Abstract

The objective of this paper was to analyze the development of the Integrated Sector Project Wines of Brasil from the behavioral approach to the networks internationalization process. The literature included a view of the internationalization process based on the approach of social networks of Nordic School International Business. The methodology consisted in a case study with the analysis of the actions of internationalization adopted by companies linked to the sector project integrated Wines of Brasil during 2002 to 2012. The results show that the formation phase of the project was focused on the strategic development of foreign markets for Brazilian fine wines; during consolidation phase, strategic guidance was aimed at economic development of the national wine industry as well as to service the segment international consumer market interested in new products from fine wine producing regions; the development phase the project establishment of a physical presence in key markets for fine wines and sparkling overall resulting in the need for decentralization of some of the management activities of relationships established by half of the participating organizations. Future studies are suggested taking into consideration the analysis of this behavioral approach in other productive sectors in Brazil using internationalization strategies to obtain greater share of the consumer market.