A Survey of Managerial Practices in the Small to Medium Chilean Wineries

Abstract

The Chilean wine industry has achieved great success in terms of exports but this extraordinary performance of the industry is not guaranteed. This paper presents the results of a survey to Chilean small and medium wineries about their actual managerial practices. The findings indicate that Chilean wineries are following the right recipe for success in the wine industry but they may not be prepared to meet future challenges. To survive, wineries' managers will need to pay more attention to distribution, marketing, consumer behaviour and cost management while maintaining its actual efforts in production and viticulture technology.

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Notes on contributors

Martin H. Kunc

Assistant Professor of Strategic Management, School of Business, Universidad Adolfo Ibañez, Avda. Las Torres 2640, Peñalolen, Santiago, Chile (E-mail: [email protected]).