XLIII Encontro Da ANPAD - Enanpad 2019 São Paulo/SP - 02 a 05 De Outubro

XLIII Encontro da ANPAD - EnANPAD 2019 São Paulo/SP - 02 a 05 de outubro

International entrepreneurship of family businesses with home-country formal institutions support through geographical indication

Autoria Jefferson Marlon Monticelli - [email protected] Pós-Doutorado em Administração de Empresas/FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo Programa de Pós-Graduação/Universidade Unilasalle

Fábio Dal-Soto - [email protected] Curso de Administração/Universidade de Cruz Alta - Unicruz outro/outro

Resumo This study examines the influence of home-country institutions on international entrepreneurship of family businesses. We considered the country-of-origin can be viewed as a resource and the geographical indication as an institution because is shaped by formal and informal rules and may generate recognizing and legitimacy of internationalized products as the wine. We developed a case study in the Brazilian wine industry, and, through a framework and propositions, we focus on the international entrepreneurship of family business regarding the relevance of the branding and the geographical indication, mainly to the international markets. In this sense, this study contributes because we analyze the international entrepreneurship with the support of home-country formal institutions, creating an opportunity to understand the context of an emerging economy because the use of institutional theory in entrepreneurship research can advance the knowledge about cross-border entrepreneurship behavior. Moreover, the family business brand with the name is a relevant factor to the continuity of the family business because it is not only an income source but also an extension of the family and their reputation in the community, as well to give support to the youngsters and other family members. XLIII Encontro da ANPAD - EnANPAD 2019 São Paulo/SP - 02 a 05 de outubro

International entrepreneurship of family businesses with home-country formal institutions support through geographical indication

Abstract: This study examines the influence of home-country institutions on international entrepreneurship of family businesses. We considered the country-of-origin can be viewed as a resource and the geographical indication as an institution because is shaped by formal and informal rules and may generate recognizing and legitimacy of internationalized products as the wine. We developed a case study in the Brazilian wine industry, and, through a framework and propositions, we focus on the international entrepreneurship of family business regarding the relevance of the branding and the geographical indication, mainly to the international markets. In this sense, this study contributes because we analyze the international entrepreneurship with the support of home-country formal institutions, creating an opportunity to understand the context of an emerging economy because the use of institutional theory in entrepreneurship research can advance the knowledge about cross-border entrepreneurship behavior. Moreover, the family business brand with the name is a relevant factor to the continuity of the family business because it is not only an income source but also an extension of the family and their reputation in the community, as well to give support to the youngsters and other family members. Keywords: international entrepreneurship; family businesses; formal institutions; geographical indication; branding.

Introduction International Entrepreneurship (IE) scholars have researched about entrepreneurship and international business (Hisrich et al., 1996). This field of study has increased since the end of the last century. A recent approach combines these studies about IE with family businesses (FB). These and small and medium enterprises (SMEs) respond for about 70 to 90% of global GDP (McKinsey & Company, 2014). The emergence of a FB is usually linked to the entrepreneurial behavior of its founder (Williams Jr. et al., 2018). The level and entrepreneurship style of the FB are also related to the social, geographical, and economic context of the business (Ramadani et al., 2017). The FB consolidation, maturity, and succession across generations are particular stages in this type of organization (Nordqvist et al., 2013) and have grown when approaches with entrepreneurship (Van Steel et al., 2005). Similarly, the internationalization of family businesses (IFB) has been a major research topic in the last few years (Arregle et al., 2012). Despite its relevance, the research still has premature results (Ratten et al., 2017), because FB must develop different business models to leverage resources in domestic and foreign markets (Westerlund et al., 2017). Thus, the lack of the contextualization of theories between FB and international business has been a barrier to understanding IFB (Arregle et al., 2017). Consequently, it is relevant to understand what factors influence the IFB as the presence of family members, governance structure, geographic scope, access to resources and formal institutions (FIs). Considering the institutional environment where FB are inserted, in many cases, they depend more on home-country advantages than specific advantages (Amighini et al., 2010). Home-country institutions can provide political advantages to the IFB to deal with or to mitigate political risks in host countries. Moreover, FBs are disproportionately affected by market failures, barriers, and inefficiencies in the business environment and policy sphere, mainly in emerging economies. FB contributions also depend on their access to strategic resources, such as skills, knowledge, networks, finance, and brand management. Branding, for example, is an important resource that can develop an alignment between the capabilities of a firm and the external environment (Tatoglu et al., 2018). Therefore, to obtain a sustainable competitive advantage, the firm must possess and mobilize valuable, rare, imperfectly

XLIII Encontro da ANPAD - EnANPAD 2019 São Paulo/SP - 02 a 05 de outubro

imitable resources that can be used by the organization (Barney, 1991). At the same time, governments use promotion policies to support the internationalization of firms such as low cost of capital, bilateral treaties, and trade shows (Gammeltoft et al., 2012). Home-country institutions matter (Chacar et al., 2010) and, together with competition, they influence profits of the firm (Cherchye & Verriest, 2016) because a superior performance requires an alignment between multiple institutional settings due to the institutional distance between home and host countries (Kostova et al., 2008). Thus, it is necessary to investigate how FBs deal with challenges and opportunities from market institutions and institutional pressures (Luo, 2019). Thus, this paper focuses on the IE of FB with home-country FIs support. Thus, the research question is: how home-country FIs influence the IE of FB? To answer this question, we consider a FB is a business “governed and/or managed with the intention to shape and/or pursue the vision of the business held by a dominant coalition controlled by members of the same family or small number of families in a manner that is potentially sustainable across generations of the family or families” (Chua et al., 1999, p. 25). At the same time, we understand IE as “the recognition, formation, evaluation, and exploitation of opportunities across national borders to create new businesses, models, and solutions for value creation, including financial, social, and environmental” (Zahra et al., 2014, p. 138). Moreover, institutions can be formal constraints, which are explicit (rules, laws, constitutions), and informal constraints (norms of behavior, conventions and self-imposed codes of conduct) (North, 1990). However, we focus on FIs that can offer opportunities, access to resources, greater economic returns (Bruton et al., 2010) and legitimacy (Smith et al., 2016) because these have been the subject of most attention in the literature as the laws and regulations established from government (Cuervo-Cazurra et al., 2019; Mingo et al., 2018). In this case, the geographical indication (GI) is considered as a FI because country-of-origin may generate recognizing and legitimacy of internationalized products as the wine. This study goes beyond past research by examining the influence of home-country institutions on IE of FB. The main contributions of this study are twofold. First, we advance to understand the entrepreneurship of FB regarding the context of international activities of the family (Bettinelli et al., 2017). Thus, home-country institutions have been neglected in the research about international business (Mingo et al., 2018), with some exceptions (Cuervo- Cazurra et al., 2018). Thus, IE, with the support of home-country FIs, is an opportunity to understand this context of an emerging economy because the use of institutional theory in entrepreneurship research can advance the knowledge about cross-border entrepreneurship behavior (Szyliowicz & Galvin, 2010). Second, most FB research is related to the entrepreneurial activities of a founder (e.g. Michael-Tsabari et al., 2014; Williams Jr. et al., 2018). They have focused on entrepreneurial orientation (EO) or transgenerational succession (e.g., Jaskiewicz et al., 2015; Ramadani et al., 2015). However, the FB brand with the name is a relevant factor to the continuity of the FB because it is not only an income source but also an extension of the family and their reputation in the community, as well to give support to the youngsters and other family members (Miller et al., 2011). Moreover, the country-of- origin can be viewed as a resource (Sutter et al., 2018) and the GI as an institution because is shaped by formal and informal rules. Thus, through a framework and propositions, we focus on the IE of FB regarding the relevance of the branding and of the GI mainly to the international markets. The paper starts with the theoretical assumptions underlying the concept of FB and IE with the support of home-country FIs. We developed some theoretical propositions and described methodological aspects, outlining the research approach and details about the case study. Later, while outlining the case, the paper presents the influence of home-country FIs on

XLIII Encontro da ANPAD - EnANPAD 2019 São Paulo/SP - 02 a 05 de outubro

IE in the FB researched. The article ends with a discussion of practical implications, suggestions for a new research agenda, and limitations.

International entrepreneurship of family businesses IE has been intensively researched over the past two decades (Autio et al., 2011; Gabrielsson & Gabrielsson, 2013) from the study of the international activity of the firms (Baier-Fuentes et al., 2018). IE has been positioned as an interface between entrepreneurship and international business (McDougall & Oviatt, 2000) since the seminal article by Oviatt and McDougall (1994) about the internationalization of new ventures. Thus, IE can be divided into two research streams: a) the identification and exploitation of opportunities (e.g. Dimitratos et al., 2014); or b) entrepreneurial activities of established firms in foreign markets (Dana et al., 2016). Thus, if the starting point about IE was the internationalization of new ventures, nowadays there is a focus on all types of firms, regardless of age or size (Oviatt & McDougall, 2005). Firms go to the international market for different motives as search for new markets, efficiency through cost-cutting, access to resources unavailable or to obtain strategic assets (Benito, 2015). Consequently, IE is associated with the characteristics of institutional contexts and their actors (Becker-Ritterspach et al., 2017). However, the studies have been conducted either to IE (e.g. Jones & Coviello, 2005) or to IFB (De Massis et al., 2018a; Jorge et al., 2017). Rarely, researchers have studied the IE of FB (see Ratten et al., 2017). FBs tend to be conservative, risk-averse and non-growth oriented to protect their socioemotional wealth. The internationalization often is considered as an uncertain decision, inclining to FB to remain in their domestic market (Kotlar et al., 2018). FBs are viewed as slow in terms of IE, focusing on few foreign markets (Ratten et al., 2017), especially because of the power concentration in the hands of a single shareholder or a small group. Moreover, internationalization is a complex process with higher transaction costs that may overestimate the potential benefits of foreign markets (Ratten et al., 2017). Consequently, most studies present a portrait of FB that are less internationalized, slower, and poorly performing (Fernández & Nieto, 2005) or that there is no difference between FB or non-FB (Arregle et al., 2017). On the other hand, FBs have been recognized as protagonists of IE (De Massis et al., 2018b). IE generates benefits for the FB, such as expansion of markets, sales growth, gain of scale economies, diversification of risks, concessions from the government, skills and knowledge acquisition, and network expansion (Fernández & Nieto, 2005). However, for the FB to reach a good level of IE, is necessary to mobilize resources and to make efforts to promote international expansion, regarding the institutional environment.

Home-Country FIs from an Emerging Economy The importance of home-country institutions for firms' international strategy has firmly established in international business research. The subject is also referred to as the "country of origin" effect (Marano et al., 2016). Home-country contexts constitute themselves as complex, multifaceted institutional environments that provide the foundational social structures and create templates for organizational action (North, 1990). Home-country institutions can determine the strategies regarding the promoting or the constraining role of the institutions (McGaughey et al., 2016). Therefore, home-country institutions play a critical role in firms' ability to develop and maintain their competitive advantage at home and abroad, through the modeling of managerial cognition and the enabling or constraining the acquisition and development of strategic resources and capabilities (Cuervo-Cazurra, 2011). IE can be encouraged by home-country institutions (Young et al., 2018). One way to promote it is based on the GI from the country-of-origin. Preliminarily, the country-of-origin

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had been recognized by the consumers, but it can be a source of competitiveness for the firm too (Sutter et al., 2018). One strand of this literature demonstrates that firms use the country- of-origin to obtain advantages in their internationalization through the positive perceptions of the consumers that are willing to pay a premium price for the products. A different strand of research has presented the country-of-origin liability that is a discrimination of foreign products in favor of home-country products due to their nationalism, resulting in consumer ethnocentrism (Cuervo-Cazurra et al., 2018). Thus, country-of-origin, as the GI, has influenced the internationalization practices of the firms because home country plays a relevant role in constraining (Narula & Kodiyat, 2016) or leveraging the firm-specific assets which their competitors do not have access (Van Assche, 2018). Institutions can be resources that influence the strategy and the development of firm- specific resources (Wan, 2005), defining the identity and interests of firms (Jackson & Deeg, 2008). Thus, we consider the country-of-origin as a resource (Sutter et al., 2018) and the GI as an institution because is shaped by formal (e.g. policies, regulations, standards) and informal rules (e.g. beliefs, practices, norms, values, historical experiences). The GI, as an institution, includes two types of classification: indication of origin (IO) and designation of origin (DO). The Indication of Origin is related to the geographical name of the country, city or region, known for having a certain product, which is already a cultural heritage, famous for being from there. However, IO does not attest quality attributes and reliability to the product, since these attributes are inherent to the region of production or supply of these products. The Denomination of Origin is a step afterwards, because its recognition gives a name to the product, identifying all its characteristics, such as quality, style, and flavor, attesting to peculiar qualities or characteristics that relate to the land, the people and to this history of the region, that is, terroir (Bérard & Marchenay, 2004). In the transition to OD, norms and controls become more specific and rigid, not only regarding the type of grapes but also to the maximum quantities that can be harvested – in order to attribute quality – as well as aspects of the wine elaboration (Flores & Flores, 2012). As well as the GI, the FB brand is an important source of competitive advantage to foster the differentiation in the market because it has a unique history and identity. FB can be considered as a brand on their own (Krappe et al., 2011), helping to develop the identity and the image of the FB and influencing the reputation towards the market (Binz Astrachan et al., 2018). In line with this, the GI is leveraged by the branding of the FB because the brand associations influence the customer`s decisions (Craig et al., 2008).

Research Framework (propositions) The main focus of this study is an attempt to extend knowledge about the IE of FB regarding the relevance of the branding and of the GI, mainly to the international markets. Maintaining this focus, and working from the theoretical background presented above, we established a framework and some propositions to guide the research conducted in the field (Figure 1). Figure 1 – Framework and propositions

- International entrepreneurship inefficiency International and domestic entrepreneurship

- competitiveness competitiveness

origin Competitive inefficiency Domestic market competitiveness Country Branding Considering that the wine is traded mainly on markets based on the price as the key exchange parameter (Ellegaard & Medlin, 2018), the country-of-origin has a relevant role to develop the IE because it allows being recognized by the international markets. At the same time, IE is a deliberate strategy for firms to be recognized in the domestic market, but that

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generates few gains in sales volume and profitability of winery businesses. In this case, wineries establish an image for wineries in the international market, which also increases the product's legitimacy in the domestic market. For this, it is necessary to the wineries, mainly these formed by FB, develop the branding of the wine, mainly based on the name brand of the wineries and the reputation of the wine. This reputation can be obtained from third parties as evaluations, journalists and wine specialists (Ellegaard & Medlin, 2018). Based on these relationships, we establish the following proposition: P1: The IE competitiveness can be achieved by FB branding associated with country-of- origin, generating gains that spill over into domestic entrepreneurship competitiveness. The involvement and control of the FB by its family members develop an identification with the business and a good reputation (Sageder et al., 2018; Zellweger et al., 2013) that results in the success of the firm. For this, branding is important because it promotes and communicates the image of the FB to stakeholders in different ways (Micelotta & Raynard, 2011). Consequently, the competitiveness of FB can be reinforced by the interaction of specific resources among FB, family members and the business (Xi et al., 2015) as FB name and its branding, mainly in the domestic markets because there is a large diffusion of these resources. Based on these relationships, we venture the following proposition: P2: The domestic market competitiveness can be achieved by FB branding. The country-of-origin, as a resource, can represent a source of competitive advantage or disadvantage for a firm (Cuervo-Cazurra & Un, 2015) when is consolidated in the GI. On the one hand, the GI from the country-of-origin can be viewed as a source of advantage for the firm`s internationalization, mainly in emerging economies, because consumers are used to evaluate better foreign products (Brouthers et al., 2003). For FB, the exploitation of the country-origin effect by means of association with branding allows reaching a large number of potential consumers. In these terms, the branding allows relating the image and reputation (Balmer, 2008) to influence the customer`s decisions in new opportunities as in the international markets (Gallucci et al., 2015). On the other hand, GI may have a negative influence on IE because some products have a negative perception of the country-of-origin (Cuervo-Cazurra et al., 2018). This discrimination by consumers can occur in favor of products developed in the home country or against specific countries due to the lower level of development or political, social and economic issues, resulting in a nationalism. Thus, FIs can establish formal or informal safeguards (Smith et al., 2016). We, therefore, venture the following propositions: P3: The country-of-origin or the branding of FB, work alone, result in competitive inefficiency in domestic or IE of these FB.

Materials and Method This research uses the case study as a means of investigation. This technique is used to understand a complex and context-dependent phenomenon (Eisenhardt, 1989; Yin, 2017) and should be chosen to examine contemporary events, but without the manipulation of relevant behaviors. The case study is characterized by research questions “how” kind, based on several sources of evidence, and benefits from the prior development of theoretical propositions for data collection and analysis (Yin, 2017), as accomplished in this research. Based on a qualitative approach, this research is characterized by a single case study developed in the Brazilian winery industry. This industry was selected, due to the heterogeneity of FB, accessibility, sample size, besides presenting different levels of IE and influence of FIs as the GI. Moreover, the Brazilian wine industry in an industry in an emerging economy and it is in the initial stage of internationalization, under influence over many FIs (Monticelli et al., 2017). Thus, the analysis unit used in this research was the

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industry, that is, how the IE of FB in the Brazilian winery industry can be influenced by home-country FIs. For the data collection, several sources were used involving primary and secondary data. As a primary source, twenty-one interviews were accomplished with several actors in the Brazilian winery industry, such as FIs, government agencies, and firms (Table 1). During the interviews, it was obtained important receptivity from the interviewed actors, as well as the interaction between interviewer and interviewees, which allowed a greater depth of the information researched.

Table 1 – General information about the interviews Firm or Institution Scope General function Position Ibravin Trade association Management and Promotion Technical Director Wines of Brasil Trade Association Promotion Promotion Department Manager Aurora Winery Private Wine production Exportation Supervisor Cooperative Salton Winery Private Wine production Exportation Coordinator Miolo Winery Private Wine production Exportation Manager Basso Winery Private Wine production Exportation Manager Miolo Winery Private Wine production International Relations Manager Don Giovanni Private Wine production Commercial Manager Winery Dal Pizzol Winery Private Wine production Commercial Manager SDPI Public, state level Representation Director of Business Promotion and Coordinator of Commercial Intelligence Apex-Brasil Public, federal level Promotion and Development Relationship Manager with Brazilian Firms Wine Industry Union Public, state level Representation Administrative Executive of Rio Grande do Sul FIERGS Public, state level Representation International Relations and Trade Manager Salton Winery Private Wine production Exportation Coordinator Casa Venturini Private Wine production Enologist Winery Specialist Private Consultant Researcher and Specialist in the Wine Industry Larentis Winery Private Wine production Enologist Casa Valduga Winery Private Wine production Foreign Trade Analyst

Aprovale Trade association Promotion and Development Consultant Embrapa Uva e Public, research Promotion and Development Research Coordinator in the Grapes and Vinho center Wine Industry Peterlongo Winery Private Wine production Exportation Supervisor Source: Elaborated by the authors.

The interviews were guided by a semi-structured script, organized on the basis of the analytical categories, as shown in Table 2, and all of them were recorded and transcribed. In addition to these data, several secondary sources were collected, mainly through institutional websites, public materials, and documents provided by the participants.

Table 2 – Analytical categories used for the interview script Categories Guiding concepts Theoretical background History; role and influence of the firm or FI; relevance of the Characterization of the firm Characterization firm or FI in the industry; characteristics of the industry or FI in the industry Economic and non-economic goals, performance, available FB resources, conservative or aggressive behavior of FB, network Relevance of FB in the IE and influence of the family members, FB brand

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Main FIs in this industry and their roles; the role of the FIs in the industry; influence (intervention) of government in this Decision making of firms Role and influence of industry; performance of trade associations, industrial agencies, from the institutional FIs tax bureaus, state banks, commercial administration bureaus, influence and universities. Relevance of the internationalization strategies for the international performance of the FB; indicators used to monitor International IE of the FB under the the international performance of the FB; level of satisfaction entrepreneurship influence of the FIs with the current stage of internationalization of the FB; main institutional factors that impact on international performance Home-country FIs, strategic resources, competitive advantage, Relationship between formal Relevance of the GI to institutional context, advantages and liabilities from country- and informal institutions and the IFB of-origin IE of FB Source: Elaborated by the authors.

Based on these sources, two basic procedures were used in the data analysis: content analysis and triangulation of data. The content analysis was used in the treatment of the primary data, notably the interviews, which were analyzed with the aid of the software NVivo 11.0. The triangulation was performed by crossing information obtained from different data sources, including several primary and secondary data. Thus, the type of triangulation used was the triangulation of data, as defined by Denzin (1978). In general, triangulation aims to obtain greater validity and reliability, when collecting data at different times, from different sources or through more than one instrument, in the study about the same phenomenon (Collis & Hussey, 2005).

Results and Discussion The Brazilian wine industry is characterized by family firms developed by Italian immigrants that arrived in Brazil in the late nineteenth century. These wineries were started as FB and only in the mid-twentieth century, with increased regulation of the industry, FIs were created in the wine industry, for the purpose of establishing rules and regulations. However, these public and private institutions play complementary or overlapping roles in the Brazilian wine industry. At the end of the last century, other FIs were founded to encourage, for the most part, the IE of wineries, based on product differentiation via the GI and, recently, with the designation of origin. The representative of the Don Giovanni winery exemplifies this transition: "In the beginning, only (table) wines, red wine, and white wine were produced and today it has already been inverted. Today the production of sparkling wines ranges from 75 to 80% of all production (besides fine wines). So it is a firm already very focused on the production of sparkling wines; we already have an indication of origin in the region (it's been ten years of study) that it is also focused on the production of sparkling wines. The region is being widely recognized for this." (Commercial Manager of Don Giovanni) Even with the transformation of the Brazilian wine industry, migrating from table wines to fine wines, as valued by the GI, there are still FB due to their long-term orientation (Miller & Le Breton-Miller, 2006) and their worry with the reputation and reliability (Berrone et al., 2010). These FBs are characterized by limited resources, fragile governance structure and informal contracts (Ellegaard & Medlin, 2018) resulting in a duality between the familiar tradition and the business professionalization. “In the winery, I am more interested in promoting my product, my brand, my name. And there is a strong thing that I see here, that wineries are all FB. With Peterlongo, it was by chance, because it was, but then it broke and ceased to be, it was bought. Otherwise, it would be like this until today. So, because it is a family firm, there is also tradition, proud to take the name of my family. Moreover, usually who works, who are in the highest positions, board directors, management, are their own family. So it's like this, I'm Valduga, I'm Salton, I'm Miolo. I am 7

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more than you, you are more than me. I see that there is this conflict of forces, let's say.” (Exportation Supervisor at Peterlongo Winery) The preservation of identity and family history differentiates the product, but qualifying the grape growing process, production and commercialization of wine also add value to the wine. The winery owner must understand that is an entrepreneur with a strong influence of their family values and their culture. Thus, the entrepreneur models his behavior according to his family and the culture to foster the entrepreneurial behavior of the FB (Michael-Tsabari et al., 2014). Thus, the entrepreneur should also understand that not only sells a product, but a brand, an image, and in that image appears a story that adds value to the wine. This is seen in the report of the Exportation Manager at Wines of Brasil: "Look, 99.9% of the firms are FB. Just look at the wine's name and the owner's last name. This is actually Brazil. FB, right? If you analyze various sectors, we know [...] It is the owner, here in the case of the grape, who plants the grapes, who harvest the grapes, who often studied Enology and often sells them. So, many challenges you have there. There are firms that are more advanced than others, with more professional management" (Export Manager of Wines of Brazil) Specifically about the GI, a Brazilian Agricultural Research Corporation (Embrapa), linked to the Ministry of Agriculture, Livestock and Food Supply, developed researches with other FIs, mainly with Vale dos Vinhedos Wine Producers Association (Aprovale) to obtain the GI. While Embrapa is responsible for providing technological solutions for the industry through studies and research, Aprovale is responsible for the products control by the GI of Vale of Vinhedos, managing its brand, information of the area, tourism and support for carrying out scientific and academic research. According to the representative of Aprovale, at the beginning of 1995, the research was initiated to request the GI of Vale dos Vinhedos, work with the INPI that lasted five years. In 2002, there was the recognition of the indication of the geographical region and, in 2011, the designation of origin. He emphasizes the importance of these achievements: "Around 1995, we initiated the request for the GI of Vale dos Vinhedos. This GI would make the difference of the wine produced here in the region, and indeed the work was done. The process for obtaining the indication was delivered in 2000; it was hard work during those years, from 95 to 2000, of technical structuring of the firms, of the product. And from 2002, we already had the official recognition. Well, that already made a huge difference to the Vale dos Vinhedos, which had become a touristically recognized region; a large promotion was made. Today the domestic wine has the recognition of the Vale dos Vinhedos even in the European Union, established in 2007. You have a recognition situation that we would hardly have had if we did not have a region with a work well focused on its identity, its product, and recognition." (Consultant at Aprovale) Obtaining the GI has created several impacts: valuation of the productive activity of the region; investment incentives; expansion of the producer's participation in the commercial chain; improvement of the technical training of those involved in the production chain; improvement of the quality of the products, since they are submitted to controls of production and elaboration; contribution to the preservation of the product characteristics; incentive to wine tourism. In terms of marketing, the added value of products increases; creates a reference for the consumer in terms of characteristics and product quality; makes it easier for the firms to adopt a positioning according to the GI, mainly in the international market. Also, from the point of view of legal protection, it provides mechanisms against fraud and misuse of the GI. Therefore, the gains with the GI for the wine industry derive from a collective knowledge or way of doing developed from a local community or a terroir (Bérard & Marchenay, 2004). The Embrapa representative describes the gains with the GI:

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"First was this introduction of the Valley (as an indication of origin), and the designation of origin is in a way the recognition that what is done here actually has a link to our conditions, with our terroir. The designation of origin, besides being a GI as to the indication of origin, which links the product with its origin, needs to approve that the product has an actual link with what is done here. Thus, since we have approved a product we made here, it has a link to our geographic and physical conditions, our men, our varieties, in short, to our terroir." (Embrapa Research Coordinator in the Grapes and Wine Industry) Even with these advances, the low volume of production has made it difficult to internationalize the Brazilian wineries, considering its potential to export to other traditional competitors in Europe and South America. The Brazilian market has changed gradually over the last few decades. The increased penetration of imported products started from the economic opening in the 1990s and commercial partnership with the Mercosul countries, which has approached Brazil to more traditional producers, especially Argentina. However, the imported wines compete in inequality with national wines, mainly due to the tax burden, but also due to the scale gains and the product development process that makes the foreign wine more pleasant to the Brazilian taste. The Don Giovanni representative mentioned the case of Chile, which exports 80% of the wine it produces, assuming a prominent position on the world wine scene, especially due to the low tax incidence (19% of taxes against circa 48% in Brazil) and the possibility of reimbursement of Chilean taxes in the following year. Given this scenario, few wineries have productive and trade capacity to compete based on price. As a competitive advantage, there are wineries which produce, in several regions of Brazil, each one providing their peculiarities that serve different types of markets. For smaller wineries, referred to as "wine boutiques," the position adopted must be based on differentiation, generating an average price higher than the one in the industry. The interviewee from Dal Pizzol ratifies this strategy, which associates the production of exotic wines with the history and tradition of the entrepreneurial family, besides seeking to obtain the potential of each type of grape, but preserving its original identity. The representative of Apex-Brasil supports this intention by mentioning that the search for the identity of the national wine, with its specific characteristics, should prevail, differentiating itself from the European wines through the branding process. This claim is in line with the view that FB are described as having their own brand with specific characteristics such as long-term orientation, concerns for their reputation and concern to develop a positive reputation with their customers (Sageder et al., 2018). The Apex representative also emphasizes: "wine is not a product, but a gastronomic experience. The professionalization of the wineries – in the third generation of the family – must understand that the wine is not a product, but the characteristics of the family. They cannot compete for price. The image must be developed. There should be the perception that they are not only selling a product but a brand." (Former Relationship Manager of Brazilian Firms at Apex-Brasil) For the specialist, this positioning is suitable for the inclusion of smaller wineries in the market, thus producing enough scale to attract foreign buyers. However, in the long term, for these FB to expand their opportunities, by accessing new resources and abilities, it is required that larger, already established wineries assist in the opening of international markets through coopetition (Monticelli et al., 2018). At the same time, this positioning of small wineries leverages their opportunities and minimize the difficulties in dealing with the limitations and entry barriers, but only in the domestic market. Thus, home-country institutions shape the strategies of the firms (McGaughey et al., 2016). In international business, IE has been emphasized by the promotion of business alternatives to the domestic market (Westerlund & Leminen, 2018). Therefore, the Brazilian wineries must strengthen their brand – as well as the image of Brazil – through the IE while still fighting for space in the domestic market with foreign competitors. This joint effort – to

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promote the Brazilian wine in the international market – plays a very important role within the wine industry, considering the relevance of country-of-origin, that is, the product is valued according to its country of origin (Cuervo-Cazurra & Un, 2015). Thus, IE no longer only provides objectives, such as expanding markets, increasing revenues or increasing profits, and starts to build a network of relationships and learning. From this evolution of the wineries, sources of competition are generated to reach new, more ambitious goals, in order to make Brazilian wineries active and representative in the international market. The representative of the Casa Valduga winery describes this process: "In fact, we seek this (international) market for two reasons. One, to not depend only on one market, only the domestic market. The idea was to seek another market to be able to not depend solely on the Brazilian market. Second, to be able to follow the market trends, which is very important to act here in the Brazilian market itself; the issue of branding the firm, which is also very important. Today the Brazilian consumer, because it is a colonized country, gives much value to this issue of being imported, being exported." (Foreign Trade Analyst of Casa Valduga) The greatest difficulty of the IE actions of the wineries is foreign consumers ignoring the quality of the Brazilian wine, unlike cachaça, for example, which is a typical national product that is recognized internationally. Notwithstanding these limitations, the recent and so far timid international expansion of Brazilian wine also has benefits for these firms’ competitiveness in their own domestic market. Factors such as improved product quality, greater brand exposure, improvements to wineries’ management and production processes, and to cultivation techniques, and greater supply chain integration, end up contributing to diversifying customer bases, increasing barriers to entry of imported wines, increasing per capita consumption, reducing production costs, and expanding relationship networks. However, according to the unanimous response of the interviewees, overcoming this challenge has generated visible benefits not only to the external market but also to the domestic market, because the Brazilian consumer has some prejudice against national wines while describing imported wines as being better than the ones produced in Brazil. As the Wines of Brazil’s representative exemplifies: "There is something very cool about wine. It works a lot in the international market because 100,000 bottles are produced per year, but it's the enologist who's going to promote the wine. So the identity thing is much linked to who makes the wine. A great appreciation. Maybe there are a lot more challenges, but it's an important recognition when someone who carries the family surname goes, presents their product at an event, at a tasting. " (Exportation Manager at Wines of Brasil) It should be mentioned that, unlike the industry regulated by the demand, the consumer of wines drinks according to the offer, the external references that are received, whether from a sommelier, a waiter, a specialized shop, or an exhibition of a retailer network. Thus, the country-of-origin of traditional countries in winemaking has generated advantages for many years, mainly because they are pioneers and achieve a bigger amount of GIs. However, international competition has increased the demands of the consumer in relation to the Brazilian product. Therefore, it promotes an improvement in the national wine industry, improving the product offered to their clients so that it can remain competitive in this new scenario. Concomitantly, it enlarges the base of consumption of the wine, since it provides a greater offer of products. Thus, Brazil, even with the whole evolution in the world wine market, is not yet seen as a typical wine producer. According to the representatives of the industry institutions, the country is mostly known for coffee, cachaça, samba, and soccer. However, sparkling wine and grape juice have put the Brazilian wine industry in the international scenario, thus expanding the variety of products in the industry. Therefore, domestic sparkling wines are

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already a reference in the foreign market, surpassing, mainly, the imported products in the domestic market because of the gains obtained from the internationalization spill over into the domestic market, especially its reputation (Monticelli et al., 2018).

Conclusions We focus on the IE of FB with home-country FIs support. To research this goal, we consider the country-of-origin as a resource and the GI as an institution. At the same time, we believe in the relevance of the FB brand because showing its history and its identity, reflecting in its image and reputation (Binz Astrachan et al., 2018; Sageder et al., 2015). Thus, we developed a framework and propositions evolved the IE of FB, the relevance of the branding and of the GI. From a theoretical perspective, for the realization of the gains from the GI and, mainly, dissemination of the country-of-origin effects, it is necessary that the FB brand is aligned with the IE, mobilizing the necessary resources to increase the competitiveness of those firms. Thus, FB benefit from promoting their unique identity, especially through family name (Craig et al., 2008), but they must transform that identity into the image and reputation in order to generate a competitive advantage based on a performance higher than its competitors (Sageder et al., 2018). Regardless of the strategy, FBs seem to understand that FIs are sources of competitiveness for the IE of their businesses. FIs, as the GI, aim to provide resources (whether they are financial or non-financial ones, such as the country-of-origin) to promote the IE. Thus, FIs can promote learning, relationship networks, relationship strategies, production and dissemination of technical knowledge, branding, and business internationalization. However, it can result in differences between the governance mode of the FB because there are similarities and differences in the nature of those institutions (Li et al., 2018). This study contributes from a managerial perspective, considering the mobilization of resources for new GIs, such as the Vale dos Vinhedos, attesting to specific environmental characteristics that legitimize products from that region with a certain level of quality. In addition, there is an isomorphic behavior of the other members in this region, since it creates a uniformity of productive and commercial practices and the formation of clusters. In this study, there are limitations such as the investigation set in a single country and responses being based on the interviewees’ perceptions of a momentum. Other avenues of the investigation emerge, such as looking at other levels of analysis (individual, intra-firm and network) and exploring how the influence of the country-of-origin can impact negatively on the IE of FB, providing a new perspective about this relationship.

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