Emergence and evolution of e-commerce among Portuguese wine manufacturers

: a multiple case study

Abstract

This thesis aims to explore the emergence and evolution of e-commerce among Portuguese wine manufacturers. This study initially reviews the literature on the topic of evolution of e-commerce in the wine industry. Next, building upon findings based on interviews with wine producers with e-commerce, and after conducting multiple semi-structured interviews with e-commerce managers, it was found that the COVID-19 pandemic was the main driving force behind the adoption of e-commerce by wine producers. Interestingly, wine producers mostly share strategic approaches and similar views regarding e-commerce. Moreover, despite the residual performance, almost all companies plan to continue investing in e-commerce and in its potential while keeping up with emerging trends. The findings of this study could assist wine producers in gaining a better understanding of their operating environment and identifying areas for future investment.

Date of Award	13 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor) & Sara Correia Neves (Co-Supervisor)