Strategies of EU agro-food cooperatives to confront globalization: The case of wine cooperatives

Abstract

Due to globalization and market integration, the agro-food cooperative sector needs to be more competitive. This generates new challenges for cooperative enterprises in the agro-food sector. In this article the analysis of the wine producing sector is undertaken in the area of greatest world-wide wine production and commercialization, Castilla-La Mancha. EU wineries and cooperatives should propose strategic lines within an economy marked by a globalization process in world markets. The paradigmatic case is analyzed in this paper of the comparison of strategies followed by cooperatives confronting capitalist winery enterprises. Therefore, the degree of suitability is aimed to be elucidated and the success of the foundations of international commercial strategies that cooperative enterprises of the sector have followed, depending on their characteristics. Moreover, an exhaustive diagnosis is offered of the current strategic situation of cooperatives and their probability of gaining access to and/or growing in the international market. The parameters that have resulted significant are used as conclusions and recommendations so that cooperatives will reformulate their strategies and the organizations linked to the agro-food sector will know what factors to foment and support in their internationalization and global competitive positioning.