Resumo:
As rápidas e abrangentes mudanças nos mercados mundial e regional de vinhos estimularam a realização desta investigação. Assim, tendo por base a competitividade de uma importante empresa produtora de vinho do Porto, em Portugal, este artigo analisa uma aliança estratégica entre essa empresa e uma importante empresa multinacional, presente nos diversos mercados internacionais de distribuição. Em concreto, o artigo procura compreender, por um lado, qual o impacto de uma aliança estratégica para uma pequena empresa produtora de vinho do Porto ao envolver-se com uma empresa multinacional e, por outro, identificar as diferenças antes e depois da aliança para os mercados onde a pequena empresa esteve presente. Este trabalho está centrado em um estudo de caso e envolve a utilização de metodologias econométricas que analisam dados em painel, de forma a captarem as diferenças de atuação estratégicas pré e pós-aliança estratégica. As conclusões são importantes, dado que permitem comparar, por um lado, a diferença de desempenho da empresa em dois horizontes temporais diferentes. Por outro, os métodos econométricos são robustos, dado que permitem tirar conclusões relacionais tendo em conta o caso em estudo.
Resumo Inglês:
The rapid and all-encompassing changes in regional and world wine markets have stimulated us to carry out this study. Accordingly, based on the competitiveness of an important Port wine producer in Portugal, this article analyzes a strategic alliance between this company and another important multinational one that is present in many different worldwide distribution markets. Basically, the article seeks to understand, on the one side, the impact of a strategic alliance on a small Port wine producer when becoming involved with a multinational company, and, on the other hand, to identify differences, before and after the alliance, to the markets where the small company was made present. This work is centered on a case study and involves the use of econometrics methodologies that analyze panel data, in order to grasp differences of strategic pre- and post-alliance actions. The conclusions are important, since they allow one to compare, on one hand, difference between the company´s performance over two different time horizons. On the other hand, econometrics methods are robust, since they allow one to come to relational conclusions, keeping the case study in mind.
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