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Intangible assets in the internationalization of Spanish wineries: Directive and compared perception between family and non family businesses Intangible assets in the internationalization of Spanish wineries: Directive and compared perception between family and non family businesses Intangibles en la internacionalización de las bodegas españolas: Percepción directiva y comparada entre empresas familiares y no familiares

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Author(s): Guadalupe Fuentes-Lombardo | Rubén Fernández-Ortiz | Miriam Cano-Rubio

Journal: Intangible Capital
ISSN 1697-9818

Volume: 7;
Issue: 2;
Start page: 428;
Date: 2011;
Original page

Keywords: recursos intangibles | internacionalización | empresa familiar | sector vitivinícola

ABSTRACT
Purpose: To determine which of the intangible resources possessed by companies from the Spanish viticultural sector can serve as a source of competitive advantage in the development of their international strategies. Exploratory study of the impact of the different intangible resources possessed by Spanish wineries on the development of their international strategies: differences dependending on the family-owned or non family-owned character of the viticultural companies in question.Design/methodology/approach: Empirical quantitative study of descriptive nature basically using the analysis of information gathered from surveys carried out with managers in Spanish wineries, family and non-family, representative of the sector in the national context.Findings: Companies from the Spanish viticultural sector show an intangible resource endowment, as a source of competitive advantage in the development of their international strategies. This endowment varies depending on the resources analyzed (technological, human, organizational and relational resources) and, in some aspects, does vary depending whether the firm is family-owned or not.Research limitations: We have focused our study in only one economic sector completely. The same analysis or study in other industrial sectors would provide different results from those achieved in this study.Practical implications: The main challenges facing Spanish wineries in achieving success are emphasized taking into consideration their intangible resource endowment, in order to reinforce their competitive position in international markets.Social implications: This study points out the way that different public and private organizations and institutions of the viticultural sector could help wineries to overcome the challenges that have been set out in this study. Just as it directs which different policies and how they should be applied to the intangible resources in the viticultural sector.Originality/value: Although there is numerous data and information about the International trade of the Spanish viticultural sector, no previous study has focused on the analysis of these companies’ intangible resources as a source of competitive advantage in the development of their international strategies. Furthermore, none of these previous studies have taken into account whether the winery is family-owned or not. It is a first piece of work that leads the foundations about the effective resource endowment of Spanish family wineries.Purpose: To determine which of the intangible resources possessed by companies from the Spanish viticultural sector can serve as a source of competitive advantage in the development of their international strategies. Exploratory study of the impact of the different intangible resources possessed by Spanish wineries on the development of their international strategies: differences dependending on the family-owned or non family-owned character of the viticultural companies in question. Design/methodology/approach: Empirical quantitative study of descriptive nature basically using the analysis of information gathered from surveys carried out with managers in Spanish wineries, family and non-family, representative of the sector in the national context. Findings: Companies from the Spanish viticultural sector show an intangible resource endowment, as a source of competitive advantage in the development of their international strategies. This endowment varies depending on the resources analyzed (technological, human, organizational and relational resources) and, in some aspects, does vary depending whether the firm is family-owned or not.Research limitations: We have focused our study in only one economic sector completely. The same analysis or study in other industrial sectors would provide different results from those achieved in this study.Practical implications: The main challenges facing Spanish wineries in achieving success are emphasized taking into consideration their intangible resource endowment, in order to reinforce their competitive position in international markets.Social implications: This study points out the way that different public and private organizations and institutions of the viticultural sector could help wineries to overcome the challenges that have been set out in this study. Just as it directs which different policies and how they should be applied to the intangible resources in the viticultural sector. Originality/value: Although there is numerous data and information about the International trade of the Spanish viticultural sector, no previous study has focused on the analysis of these companies’ intangible resources as a source of competitive advantage in the development of their international strategies. Furthermore, none of these previous studies have taken into account whether the winery is family-owned or not. It is a first piece of work that leads the foundations about the effective resource endowment of Spanish family wineries.Objeto: Determinar cuál es la dotación de recursos intangibles que presentan las empresas del sector vitivinícola español, como fuente de ventaja competitiva en el desarrollo de su estrategia internacional. Estudio exploratorio del impacto que los diferentes recursos intangibles de las bodegas españolas tienen sobre el grado de desarrollo de su estrategia internacional: diferencias en función del carácter familiar o no de las mismas.Diseño/metodología/enfoque: Estudio empírico cuantitativo de carácter básicamente descriptivo a partir del análisis de la información recogida en cuestionarios realizados a directivos de bodegas, familiares y no familiares españolas, representativas del sector en el contexto nacional.Aportaciones y resultados: La dotación de los recursos intangibles que presentan las empresas del sector vitivinícola español, como fuente de la ventaja competitiva en su expansión internacional, varía en relación al tipo de recursos analizados (tecnológicos, humanos, organizativos y relacionales) y, en algunos aspectos, en relación al carácter familiar o no de la empresa.Limitaciones: El hecho de haber concentrado todo el estudio en un único sector económico. Un estudio similar en otros sectores industriales podría ofrecer resultados distintos a los obtenidos en este trabajo. Implicaciones prácticas: Se señalan los principales retos a alcanzar por las empresas vitivinícolas españolas, en relación a su dotación de recursos intangibles, para reforzar y fortalecer su posición competitiva en el mercado internacional. Implicaciones sociales: Este estudio señala cómo podrían distintos organismos e instituciones, relacionados con el sector, de carácter público o privado, ayudar a las empresas a alcanzar los retos que se plantean. De igual manera orienta sobre cuáles y en qué medida han de ser aplicadas las políticas sobre recursos intangibles en este sector.Valor añadido: Pese a existir numerosos datos e información relacionada con el comercio exterior del sector vitivinícola español, ningún estudio anterior se ha centrado en el análisis de los recursos intangibles de estas compañías como fuente de la ventaja competitiva en el desarrollo de la estrategia internacional, ni tampoco se había diferenciado, previamente, entre el carácter familiar o no de las empresas que conforman el sector. Se trata de un primer trabajo que sienta las bases sobre la efectiva dotación de las bodegas familiares españolas.
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