Abstract

VALENZUELA, María Basilia  and  VERDUZCO-CHAVEZ, Basilio. Selling tequila to China: a cocktail party with no clear winners. estud.gerenc. [online]. 2018, vol.34, n.147, pp.158-171. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2018.147.2780.

This paper aims to explore the relationship between cooperative actions among tequila enterprises and progress made on exporting tequila to China as a product with appellation of origin. The paper uses qualitative research methods including interviews, content analysis of literature, official statistics and statistics from Chinese e-commerce platforms. The research findings suggest that the meager progress made is the result of the predominance of non-cooperative strategies intended to promote the brands of each individual enterprise, which is understandable, given the oligopolistic structure of the export-oriented tequila industry, the product features as well as the idiosyncrasies of the Chinese market. Recommendations are made for the use of a repertoire of cooperative actions in order to achieve the product acceptance instead of favoring individualistic brand positioning strategies.

Keywords : tequila; China; appellation of origin; game theory; collaborative marketing.

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