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Original Research Article

Determinants of Export Engagement in German Wineries: The Role of Business Strategy and Value Chain Configuration

(Just Accepted)
  • Katharina Mybes,
  • Riccardo Saracino,
  • Jon H. Hanf,
  • Nicolas Depetris-Chauvin
Katharina Mybes
Geisenheim Hochschule University
Riccardo Saracino
HES-SO/Haute Ecole de Gestion de Genève, Switzerland
Jon H. Hanf
Geisenheim University
Nicolas Depetris-Chauvin
HES-SO/Haute Ecole de Gestion de Genève, Switzerland
DOI: https://doi.org/10.36253/wep-19996

Published 2026-11-04

Keywords

  • Wine Export,
  • Resource-Based View,
  • Value Chain Configuration,
  • Dynamic Capabilites,
  • Germany

How to Cite

Mybes, K., Saracino, R., Hanf, J. H., & Depetris-Chauvin, N. (2026). Determinants of Export Engagement in German Wineries: The Role of Business Strategy and Value Chain Configuration. Wine Economics and Policy. https://doi.org/10.36253/wep-19996

Copyright (c) 2024 Katharina Mybes, Riccardo Saracino, Jon H. Hanf, Nicolas Depetris-Chauvin

Creative Commons License

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

Abstract

Purpose – This study examines which firm characteristics, business strategies, value chain (VC) configurations and managerial characteristics are associated with three dimensions of export engagement among German wineries: export propensity, export intensity and export market breadth.

Design/methodology/approach – The study draws on the value chain framework, the resource-based view (RBV) and dynamic capabilities (DC). It analyzes firm-level survey data from 256 German wineries, collected within an international research project. Export propensity is estimated with a logit model, and export intensity and market breadth with ordered probit models. These are complemented by average marginal effects and robustness checks, including models restricted to exporting wineries.

Findings – Business model characteristics, particularly premium and luxury/icon positioning and organic production, are consistently associated with all three export dimensions. In contrast, value chain configuration and managerial characteristics show outcome-specific associations, with different factors relevant for export participation, intensity and geographical breadth.

Practical implications – Winery managers may benefit from aligning internationalization decisions with their strategic positioning, value chain organization and managerial competencies. Policymakers could complement territorial promotion with support for product differentiation and export-related skills.

Originality/value – By jointly examining three export dimensions, the study shows that the factors associated with export entry do not necessarily match those associated with export intensity or geographical reach.

(Just Accepted)

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