Use of strategic alliance along the wine industry value chain

This research looks at the use of strategic alliances along the value chain to achieve competitive advantage by securing access to resources and capabilities. Collaboration delivers a range of advantages, including access to resources, technologies and skills, ability to enter new markets, reduction of risk and spreading of costs. The propensity to enter into strategic alliances is influenced by firm, industry and environmental characteristics. The research is based on case studies of twelve New Zealand wineries, examining how strategic alliances are being used along the value chain. The analysis shows that it is essential to own the majority of key resources and capabilities if superior performance is to be achieved.