GLOBAL MARKET, GLOBAL STRATEGIC REFLECTION? A STRATEGIC APPROACH METHODOLOGY

Abstract

The aim of this study is to analyse the internationalization strategies of Portuguese wine companies, considering their context factors, reflection style and performance. It intends to develop a review of the literature in the scope of the theories and strategies of internationalisation, complemented by systematic research within the sector, as part of business strategies. It proposes applying the methodological reference Integrated Grid for Strategic Reflection - GIRE(i), adapted to a context of international business, which structures research into two levels: a preliminary one, generic characterisation of the companies; along with a central one analysing its strategic strand. The empirical study, based on primary data (survey to the sector entrepreneurs) and on secondary documentary data, by applying multivariate statistical techniques, allowed the identification of strategic thinking styles based on the growth of a rather diverse external presence. Drawn on the qualitative (contextual and transactional) analysis it suggests guidelines for strategic action.