The Aussie value innovation. How Australia escaped the Red Queen of the global wine business - Using the Australian wine industry as a case study, the Author provides a possible reading of the undergone transformations of the global wine business in the last few decades. From Europe-centred to world-wide, the wine business has assisted to the enlargement of its boundaries and the rise of new features and dynamics, as well as new competition rules. The Author’s contribution is to provide a broad picture of the global wine business evolution in the light of the value innovation interpretative framework. Usually regarded at the firm level, here the Author considers that value innovation may be implemented at a country level as well, through broad planning activities and the adoption of collective strategies, facilitated by both industry and environmental factors.
Keywords: Value innovation, market-driving strategies, country-level strategies wine business, Australia