Milan Sedoglavich

Internationalization of the Yarra Valley Wine Industry Cluster: International Wine Markets and How Yarra Valley Wineries Are Attempting to Increase Their Foreign Market Share. Milan Sedoglavich

Within the Yarra Valley there are more than 80 wineries of different sizes and at different stages of internationalization. This research used grounded theory to identify ways in which wineries have approached their internationalization process. There is a significant emphasis placed on personal relationships and networks between wineries when entering foreign markets because they provide access to market knowledge. On the other hand cooperation among cluster firms plays very limited role in assisting wineries in foreign market expansion it has only been of benefit when it came to dealing with local issues. The cluster has played only a minor role if any when it came to internationalization of the cluster firms. There was a distinctive lack of active support and organization from the cluster with regard to the international expansion due to the lack of leadership and joint direction among cluster members.