The effect of structural design on export strategy in the wine industry of Cyprus

Abstract

Statement of the problem Wine businesses in Cyprus face many obstacles in penetrating the global market with evidence of limited or sometimes even non-existent export revenues from Cyprus wine businesses. Addressing this problem, the purpose of this study was to identify the factors influencing the formulation of a successful export strategy by wine businesses. Methodology This research integrated a qualitative method and a secondary analysis of government statistical reports, surveys, articles and papers. The researcher conducted interviews with fourteen professionals from ten small and four large wine companies that accounted for 23.33 percent of all wine businesses in Cyprus. Main findings Economic resources, business culture, job specialisation, management global knowledge, professional networks and marketing methods were identified as the factors influencing the formulation of an export strategy by wine businesses. Moreover, a framework for the Cyprus Wine Industry has been proposed and can be followed and adopted by companies in pursuit of a successful export strategy. Research limitations The research was limited in generalization since the findings only apply to a sample taken of small and large wine businesses engaged in global trade in Cyprus. Originality/Value This research contributes to the existing literature by identifying the factors of structural design that impact the export strategy.