Title: Viewing cross trends and strategies in China: competition within the global wine market

Authors: David E. Smith; Darryl J. Mitry; Per V. Jenster; Steven Fleisher

Addresses: School of Business and Management, National University, 3390 Harbor Boulevard, Costa Mesa, California 92626, USA; Copenhagen Business School, DK-2000 Frederiksberg, Denmark. ' School of Graduate Studies, Norwich University, Northfield Vermont, USA; National University, 38180 Del Web Blvd, PMB 72, Palm Desert, CA 92211, USA. ' Center for International Management & Industrial Development, China Europe International Business School, A3-316, 699 Hongfeng Road, Pudong, Shanghai 201206, China. ' National University Library, School of Business and Management, National University, 9393 Lightwave Avenue, San Diego, California, 92123, USA

Abstract: International competition within the wine industry has increased significantly in the opening decade of this century. This article focuses on China|s wine market and the role of China in global competitive strategies. The phenomenal growth of the Chinese economy inspired global wine suppliers to enter the Chinese market. The global wine suppliers entered with the hope of gaining a market stronghold in a rapidly growing national economy of 1.3 billion people. Similarly, China|s wine producers have been expanding their own production and marketing of products from Chinese ventures. These cross trends in China and the implications are explored while examining China|s marketplace and competition under open global markets.

Keywords: China; new world wines; wine consumption; global competition; global markets; cross trends; international competition; global strategies; competitive strategies; wine suppliers; market strongholds; national economies; economic growth; marketing; open markets; business; globalisation; wine industry; alcohol.

DOI: 10.1504/IJBG.2012.043969

International Journal of Business and Globalisation, 2012 Vol.8 No.1, pp.20 - 29

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 15 Nov 2011 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article