The eco-friendly future of the portuguese wine industry

: can the concept of sustainability create a competitive advantage?

Abstract

Purpose: This thesis investigates whether the concept of sustainability in the Portuguese wine industry can create a competitive advantage. Furthermore, the prevailing definition of sustainability and the level of sustainable business practices already incorporated by Portuguese wineries are analysed. Methodology: The research approach employed for this paper is exploratory and qualitative. Nine semi-structured interviews with top managers of Portuguese wine businesses were conducted in person or via Skype. The obtained data was analysed based on a mixed qualitative content analysis approach. Additionally, the interviewees answered questionnaires regarding sustainability practices implemented in their wineries. Findings: This study shows that Portuguese wine manufactures define sustainability in congruence to the prevailing definitions in the literature. The questionnaire results indicate a high level of sustainable business practices in the Portuguese wine industry. Additionally, it was found, that based on the Resource Based View, sustainability can lead to a competitive advantage. Research Implications: Previously the concept of sustainability in the Portuguese wine industry was vague. This paper laid the fundament for further research by characterizing the perceptions of top winery managers regarding sustainability. Additionally, a framework was provided to assess the level of sustainability in the Portuguese wine industry. Practical Implications: This research reveals that implementing sustainability into the business strategy of a winery can create a competitive advantage.

Date of Award	14 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Reis (Supervisor)