The Great Reconfiguration: Comparative Management and Strategic Resilience in the Global Wine Industry

Authors

  • Nicolás Depetris-Chauvin International Business Management Department, HES-SO, HEG-Genève, Carouge, Switzerland
  • Emiliano C. Villanueva Department of Business Administration, Eastern Connecticut State University, Windham, CT, USA
  • Mohammad N. Elahee epartment of Entrepreneurship, International Business & Strategy, Quinnipiac University, Hamden, CT, USA

DOI:

https://doi.org/10.55482/jcim.2026.36439

Abstract

For over a century, the global wine industry was analyzed through the rigid lens of geographic and strategic determinism. This binary worldview partitioned the industry into two adversarial camps: the “Old World,” which leveraged the natural endowments of terroir and strict, institutionalized systems of heritage to maintain a monopoly on “authenticity,” and the “New World,” which challenged this hegemony through technological scaling, varietal branding and market-driven innovation. In this traditional framework, competitive advantage was largely static, rooted in the geological and historical “rent” of specific European appellations or the sheer productive and marketing efficiency of the Americas and Oceania.

Author Biographies

Nicolás Depetris-Chauvin, International Business Management Department, HES-SO, HEG-Genève, Carouge, Switzerland

Nicolás Depetris-Chauvin is an Associate Professor in the International Business Management department at HES-SO/Haute École de Gestion Genève, Switzerland. He has held academic positions at institutions such as the University of Oxford, the University of California at Berkeley, Sciences Po Paris, Dubai School of Government, and the University of Buenos Aires. His research spans international trade and finance, agricultural commodities, and wine economics. In wine economics, Dr. Depetris-Chauvin delves into the complexities of quality differentiation and its impact on wineries' export performance, the influence of country-of-origin biases on wine judgments, and the evolution of the global wine industry. He also explores cultural factors affecting wine perception, adoption of sustainable and organic practices, national wine strategies and the broader economic implications of innovations in the wine sector. He holds a PhD in Economics from Princeton University.

Emiliano C. Villanueva, Department of Business Administration, Eastern Connecticut State University, Windham, CT, USA

Emiliano C. Villanueva is Professor and Chair of Business Administration at Eastern Connecticut State University in the United States. He earned his OIV Wine MSc in management and marketing from the University of Paris and his Ph.D. in economic history, with a dissertation in international wine business, from the University of Barcelona. Dr. Villanueva is a wine business scholar. His research interests are in the areas of wine international trade and wine exports (wine international business), wine business performance (wine management), and wine consumer demographics and wine tourism (wine marketing); he is a permanent member of the International Wine Organization (OIV) and the American and European Associations of Wine Economists (AAWE).

Mohammad N. Elahee, epartment of Entrepreneurship, International Business & Strategy, Quinnipiac University, Hamden, CT, USA

Mohammad Niamat Elahee is a Professor of International Business at Quinnipiac University in Connecticut, United States. He has also taught in multiple countries, including Bangladesh, China, Egypt, France, Mexico, and most recently, in Poland. He was a U.S. Fulbright Professor in Jordan. His research interests include Artificial Intelligence, cross-cultural negotiations, consumer animosity and ethnocentrism, and wine marketing. Dr. Elahee has a strong media presence. He coauthored a textbook on globalization and edited a book on the nuclear deal between Iran and the West. Professor Elahee holds a PhD in Int’l. Business & Marketing from the University of Texas-Pan American.

Published

2026-06-26

How to Cite

Depetris-Chauvin, N., Villanueva, E. C., & Elahee, M. N. (2026). The Great Reconfiguration: Comparative Management and Strategic Resilience in the Global Wine Industry. Journal of Comparative International Management, 29(1). https://doi.org/10.55482/jcim.2026.36439