Cómo acometer con éxito la internacionalización de la empresa;aplicación al sector vitivinícola

• Autores: Montserrat Pampliega Melgosa, Nadia Huitzilin Jiménez Torres, Sonia San Martín Gutiérrez
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 71, Nº. 2, 2026, págs. 1-29
• Idioma: español
• Títulos paralelos:
  • How to successfully undertake the internationalization of the company;Application to the wine sector
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Actualmente, las empresas operan en un contexto global. Este hecho hace que, tomar decisiones acertadas implique comprender qué variables son determinantes en el éxito del proceso de internacionalización. El objetivo de este trabajo es indagar cómo influyen en la internacionalización de las empresas vitivinícolas, cinco variables propias de la empresa (capacidad de aprendizaje y adaptación, orientación internacional del CEO, recursos económicos disponibles para marketing, internacionalización digital y conocimientos del mercado internacional). Se utilizó una metodología cuantitativa, mediante un cuestionario para recoger información de 104 empresas pertenecientes a ocho Denominaciones de Origen. El análisis se realizó con SmartPLS4, a través del cual, se pudo concluir que la orientación internacional del CEO y la internacionalización digital son las claves más importantes para lograr el éxito en la internacionalización

  • English

    Currently, companies operate in a global context. This fact means, making correct decisions involves understanding which variables are decisive in the success of the internationalization process. The purpose of this work is to investigate how five specificvariables to the company influence the internationalization of wine companies (learning and adaptation capacity, CEO ́s international orientation, economical resources available for marketing, digital internationalization, and knowledge of the international market). A quantitative methodology was used, through a questionnaire to collect information from 104 companies belonging to eight Designations of Origin. The analysis was carried out with SmartPLS4, through which it was possible to conclude that the international orientation of the CEO and digital internationalization are the most important keys to get success in internationalization

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