Vol. 15 No. 1 (2026)
Original Research Article

Exploring Barriers Arising From Coopetition: A Case Study in the Brazilian Wine Tourism Industry

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  • Jefferson Marlon Monticelli,
  • Tatiane Pellin Cislaghi,
  • Kettrin Farias Bem Maracajá
Jefferson Marlon Monticelli
Unisinos, Business School, Porto Alegre/Rio Grande do Sul – Brazil, 274, Belgica St. – Canoas, RS. Brazil
Tatiane Pellin Cislaghi
Business Department, Federal Institute of Education Science and Technology of Rio Grande do Sul, Bento Gonçalves, Brazil
Kettrin Farias Bem Maracajá
Federal University of Rio Grande do Norte, Brazil
DOI: https://doi.org/10.36253/wep-16750

Published 2026-03-24

Keywords

  • coopetition,
  • geographical indications,
  • Brazilian wine industry

How to Cite

Monticelli, J. M., Pellin Cislaghi, T., & Farias Bem Maracajá, K. (2026). Exploring Barriers Arising From Coopetition: A Case Study in the Brazilian Wine Tourism Industry. Wine Economics and Policy, 15(1), 73–86. https://doi.org/10.36253/wep-16750

Copyright (c) 2026 Jefferson Marlon Monticelli, Tatiane Pellin Cislaghi, Kettrin Farias Bem Maracaj´

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

In this study, we aim to understand how coopetition can create barriers to real-estate projects through a focus on the collective interests that seek to preserve the identity of a geographical indication (GI). A qualitative longitudinal study that analyses a Brazilian wine industry, specifically the Vale dos Vinhedos (a GI region), because it provides examples of coopetition leveraged to develop the region. The study was conducted over ten years (2012–2022), collecting primary data from representatives of the Brazilian wine industry in 36 semi-structured interviews. The study found that wineries and formal institution agents established a coopetition strategy to stop uncontrolled expansion in the form of real-estate development, blocking the entry of new ventures such as hotels and timeshares that could distort the region’s character. Our study highlights the relevance of exploring the relationship between environmental, social, and governance performance in coopetition studies to understand how coopetition can support sustainable development. However, we found evidence that contrasts the perspective of coopetition as a strategy for developing a wine destination.

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