Abstracts Category : Other

How does a luxury wine framework applies and affects the internationalisation of wineries of the Vinho Verde Region?

by Joo Maria Cortes

This dissertation provides an analysis of a luxury wineries in the region of Vinho Verde by applying a framework developed by Beverland and also trying to understand how this impacts the internationalisation process. To do so the study proceeds with multiple interviews to two owners of wineries that position themselves and were also considered by their peers as luxury within the Vinho Verde Region. These two wineries are Anselmo Mendes and Quinta de Santiago.The concept luxury is one very transversal that can be found in every category of commodities. However when it comes to the wine segment, it can be perceived as one of the oldest due to the nature and history of this product that has been one of the most traded goods throughout the last centuries. When it comes to luxury wines, they have their own proper characteristics with aspects such as a slight difference in palate might lead to significant changes in pricing.Vinho Verde is a unique region in the world that has been struggling with the image of low cost wines and where more and more a segment of luxury has been developing. It is for these reasons that they provide the perfect background to build a case study about luxury wines of that particular region and their internationalisation.Regarding the wineries, the dissertation intends to show how they have been developing their own luxury products while also improving their internationalisation process.The final objective is to obtain findings that will not only provide new insights about the region and the luxury segment but also be attractive for future research and also bring awareness to the particularities of this segment in this special region of Portugal, the Vinho Verde Region. A seguinte dissertao fornece uma anlise sobre uma estratgia de vinhos de luxo na regio do Vinho Verde seguindo por isso uma estrutura definida anteriormente por Beverland e qual o seu impacto a nvel do processo de internacionalizao. Consequentemente, o estudo prossegue com entrevistas a dois proprietrios de adegas que se posicionam e tambm foram considerados pelos seus pares como luxo na regio do Vinho Verde. Estas duas adegas so portanto Anselmo Mendes e Quinta de Santiago.O conceito de luxo bastante transversal e pode ser encontrado em todas as categorias de comdite. No entanto, quando se trata do segmento do vinho, este pode ser considerado como um dos mais antigos devido a toda a histria deste mesmo produto que tem sido um dos bens mais comercializados ao longo dos ltimos sculos. No que toca aos vinhos de luxo, estes tm as suas prprias caractersticas como, por exemplo, uma ligeira diferena no palato pode levar a mudanas significativas no preo.O Vinho Verde uma regio nica no mundo e que tem enfrentado a imagem de vinhos de baixo custo e onde cada vez mais um segmento de luxo se tem desenvolvido. So estas razes que fazem desta regio o pano de fundo perfeito para construir um caso sobre os vinhos de luxo dessa mesma regio e os seus processos de internacionalizao.Em relao s adegas,Advisors/Committee Members: Reis, Ricardo.