摘要：This study used personal and telephone interviews of wineindustry executives and observers to examine the foreign direct invest-ment motivations of U.S. wineries. Underlying most winery motiva-tions was the recognition that U.S. wineries sense increasing pressure tooffer a competitive range of wines that meet the price/quality needs ofconsumers and retailers in important markets and market segments.Wineries' marketing plans are often constrained by their ability toobtain adequate grape and juice supplies that meet important price andquality criteria, especially when domestic grape production drops. Theimportance of product portfolios and the industry's resource depen-dence have placed tremendous pressures on U.S. wineries to coordinatewinegrape and juice acquisitions, especially as retailers consolidatetheir supply chains. Some U.S. wineries have invested abroad in responseto these pressures while others have not. Interview results suggest thatforeign investments by U.S. wineries were primarily motivated by theneed for greater access to stable or adequate winegrape/juice supplies,the need for more control over the winegrape costs within given qualitylevels, and the desire to expand wine portfolios.
