Title: Reconfigured domains: alternative pathways for the international wine industry

Authors: David Aylward, Michael Zanko

Addresses: Faculty of Humanities and Social Sciences, University of Technology, P.O. Box 123, Broadway NSW 2007, Sydney, Australia. ' School of Management and Marketing, Faculty of Commerce, University of Wollongong, NSW 2522, Australia

Abstract: The international wine landscape has undergone dramatic changes over the past 20 years. The two-dimensional wine industry models of the 1980s and 1990s, based on |national set-perspectives|, are failing to address the new and very complex landscape now emerging. A true globalisation of the wine industry is creating a myriad of challenges and opportunities for multinationals and SME wine firms alike. Most importantly, however, it is creating the need for a significant reconfiguration of national industries to accommodate the internationalisation of production, supply chains, distribution, marketing and consumption. This paper assesses and comments on these changes within an organisational ecology framework. It compares and contrasts the different organisational structures within New and Old World wine industries, examines their contributions to the internationalised landscape, and proposes alternative pathways within this multidimensional and fluid sector.

Keywords: wine industry; organisational ecology; markets; R&D; research and development; globalisation; organisational structure; internationalisation.

DOI: 10.1504/IJTPM.2008.017217

International Journal of Technology, Policy and Management, 2008 Vol.8 No.2, pp.148 - 166

Published online: 19 Feb 2008 *

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