This paper aims to determine which factors are the most important for French wine small‐ and medium‐sized enterprises (SMEs) to focus on to improve their export performance. French wine companies, mostly SMEs are acting in a market where being internationally competitive is essential. This is becoming increasingly challenging because of the strong growth of New World wines in international markets. Moreover, they have to face the saturation of their domestic market compounded by a decline in per capita consumption domestically. Having a high export performance could help them be more competitive.
The first step to reach this goal is reviewing the existing literature on export performance determinants in SMEs and more particularly in the wine industry. A theoretical model is built and used to structure an empirical analysis of the determinants of the export performance of French wine SMEs.
Export performance determinants can be theoretically divided into internal, external and strategy‐related determinants. Empirical analysis indicates that in the French wine industry, business partnerships, innovation, a greater size and an effective export commitment are linked to higher levels of export performance.
This research reveals that financial determinants of export performance are missing in the literature. Besides, duplicating the study with another export performance determinant is necessary to confirm the validity of the results.
This article brings an overall theoretical approach to export performance determinants in SMEs. Moreover, it provides a basis for understanding and then improving the viability of French wine companies through export development.
