Export drivers and barriers : evidence from Xinomavro wine producers of Naoussa, Greece

Abstract

The present study was undertaken to identify the export motivations and barriers of Xinomavro wine from Greek producers from Naoussa. The dissertation is organized into five main sections: introduction, literature review, methodology, results, analysis and discussion, and conclusion. Appendices and references supplement the main sections in order to provide the reader with information on the research. The study adopted a qualitative approach; more specifically nine complete and usable interviews were used. The results show that the Greek wine producers of Naoussa have managed to make Xinomavro known in many countries throughout the world. This means that they have provided a strong foundation to the export process, by searching for new ways of promotion for Xinomavro wine. Nevertheless, they had to face several obstacles which were important during the exporting process, such as the completion, the bureaucracy, and infrastructure problems from the other countries. However, the motivations that lead them to exports, like the demand of the product, the increase of the market share and also the new market opportunities were stronger enough for them in order to continue the exports. While undertaking this research there were identified several limitations, such as the use of only qualitative research method and the small number of interviews.