Small is Beautiful for Exports: Study of Ten Cases of Small French Wine Companies
Several issues punctuate previous research on SMEs export, and more specifically about liability of smallness. Our work aims to analyze the success factors and risks of international failure of these companies. We conducted an empirical analysis on ten cases of French wine companies. Our results show a strong diversity of export trajectories and distinct visions of success and failure of international strategies. Three non-exclusive strategies (partnership, communication, human resources) are emerging. Far from being a liability, the small size of wine-producing companies can be translated into distinctive competitive attributes (link to the terroir, specialization, image-history of the producer).