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02-04-2015

Paula Andrea Trujillo. Wine Business School. "Glocal approaches are fundamental for internationalizing a project. "

(F&B) Internationalization is the main way for SMEs to grow and diversify markets. What are the challenges and how should companies approach them?

(Prof. Trujillo) Today, local markets and internationalization are not against each other. Companies and enterprises should be able to play in those two scenarios. Concerning internationalization, it can be approached either actively or passively. The latter can be performed taking advantage of tourism as an unrisky -without risk- and strategic way to connect with international markets.

(F&B)What recommendations would you make to F&B producers who want to supply to international markets?

(Prof. Trujillo) The first recommendation has to do with the evaluation every entrepreneur should do concerning an active approach on internationalization, and also improve on every topic. Internationalization is not only a challenge for the commercial department. It should involve other areas of the enterprise, such as financial, legal, etc. Last but not least, internationalization should be designed as a coherent strategy with the leaders of the cellar and coherent with de DNA of the brand, for example your importers, distributary, channels, etc., in that market.

(F&B) ‘Glocal' is now a trending topic. How can a glocal focus help a Catalan F&B producer to internationalize?

(Prof. Trujillo) Glocal approaches are fundamental for internationalizing a project. One particular example is what happens when a cellar highlights indigenous and old grapes. This a possible path for moving from exporting volume to exporting highly valued premium products.

(F&B)You recently taught internationalization at a course on internationalization and retail in the grape and wine industry. Based on your experience, what advantages do Catalan F&B companies enjoy in the export market?

(Prof. Trujillo) The main advantages in Catalonia are:

  1. The existence of special DO, Denominations of Origin.
  2. The natural connection with European market.
  3. Eno-tourism or Wine-tourism as part of a passive way to internationalize.