Value creation in foreign markets: wine importers and their Country of Origin Proclivities

This study, that is still work in progress, carries out an analysis of the role of COO in the decision making process of wine importers. More specifically, made in Italy wine and the US importers have been considered in the analysis. In fact, made in Italy wine is mainly exported by small and medium companies aiming to grow in foreign markets but facing, especially in the US market, a high complex macro and micro-environment. Laws (three tier system), intensity of competition and market segmentation impose the use of independent importers. The latters operate in a market where the link with a specific country (COO) and/or Region (Place of Origin) represent one of the distinctive attributes of the wine production (Bruwer, Johnson, 2010). The study is based on the development and administration of a self-administered questionnaire sent to importers in the US.