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July 12, 2026International Journal of Wine Business Research

From Douro to Napa: cluster evolution and strategic priorities in wine regions

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Authors

SOSvitlana OstapenkoASAna Paula Africano Sousa e SilvaRMRaquel Meneses

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Overview

Exploratory study examines strategic priorities in wine clusters, revealing adaptive and sustainment strategies.

Key Points

  • The study aims to explore how the life cycle stage of wine clusters influences firms' strategic and marketing priorities.
  • Exploratory comparative quantitative design using firm-level surveys from 2010 to 2019.
  • Strategies categorized into business (cost leadership, differentiation) and corporate (diversification, internationalisation).
  • Mann−Whitney U tests analyzed differences between Douro and Napa wine clusters.
  • Douro firms prioritize diversification, cost efficiency, and international expansion reflecting adaptive restructuring.
  • Napa firms emphasize premium quality and brand leadership aligned with sustainment strategies.
  • Distinct cluster differences in strategies indicate the need for further research to confirm findings.

Cite This Study

Ostapenko et al. (2026) studied this question.

synapsesocial.com/papers/6a5331ce4f7abc118adedbe8https://doi.org/10.1108/ijwbr-11-2025-0075
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