El arraigo territorial en la internacionalización del vino español
The main export problem found in the wine sector in Spain is the lack of intangible assets from which wine derives value. These refer to a history, a territory and a culture that bestow the product its distinctive qualities. In this article we examine the general panorama of internationalization...
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| Formatua: | Artikulua |
| Hizkuntza: | Gaztelania |
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2020
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| Sarrera elektronikoa: | https://dialnet.unirioja.es/servlet/oaiart?codigo=7450121 |
| Baliabidea: | Anuario jurídico y económico escurialense, ISSN 1133-3677, Nº. 53, 2020, pags. 353-378 |
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| Laburpena: |
The main export problem found in the wine sector in Spain is
the lack of intangible assets from which wine derives value. These refer to a
history, a territory and a culture that bestow the product its distinctive qualities.
In this article we examine the general panorama of internationalization of
Spanish wine, the new marketing of wine and the territorial bases that make it
possible. Concerning this last aspect, we will draw lessons from a historical
tool as valuable as Las Relaciones of Philip II. To sum up, we will study the
Designation of Origin el Bierzo, a successful case of the application of this
territorial marketing model. |
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