The Changing Geography of Wine Production
Edited by Elisa Giuliani, Andrea Morrison and Roberta Rabellotti
Chapter 9: What Have we Learnt from the Wine Industry? Some Concluding Remarks
9. What have we learned from the wine industry? Some concluding remarks Elisa Giuliani, Andrea Morrison and Roberta Rabellotti 1 DRIVERS OF CATCHING UP Since the beginning of the 1990s, the wine industry has become increasingly global and knowledge intensive. Old World countries, with France and Italy ahead, have lost their supremacy in the international wine market, being challenged by New World players, such as the USA, Australia, Argentina, Chile and South Africa, which are recording stunning performances in terms of both export volume and value. This book presents a collection of original chapters aimed at demonstrating that such a spectacular example of catch-up in New World countries has not simply been achieved by copying new technologies from Old World leading countries. In fact, it has entailed a major process of creative adaptation and innovation, which has been underpinned by institutional changes and by impressive scientific achievements. Promoted by affluent New World players (essentially Australia and the USA), the research-driven transformation of the industry has rapidly diffused to emerging economies such as Argentina, Chile and South Africa, which in turn have significantly contributed to the process of technological modernization, product upgrading and marketing innovation. Traditional catching-up theories fall short in explaining the stunning success of these emerging economies as they generally treat latecomers as non-innovators and contend that their catching up is possible essentially through the import of frontier technologies and/ or organizational business models from advanced, forerunner countries (Abramovitz, 1986). As opposed to this, what has happened in the...
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