Richard M. Castaldi, Ph.d.

Professor of Management
(415) 338-2829
castaldi@sfsu.edu

Murray Silverman, Ph.d.

Professor of Management

Sanjit Sengupta, Ph.d.

Associate Professor of Marketing

San Francisco State University
College of Business
1600 Holloway Ave
San Francisco, CA 94132

ABSTRACT

In the Spring of 2000, questionnaires regarding the export assistance needs of all 1012 wineries in California, Oregon, Washington and Idaho were mailed. These surveys, one for current exporters and one for non-exporters, were based upon over 25 in-depth interviews with wine industry executives and export service providers. Each questionnaire included a section specifically designed to identify and prioritize the
assistance needs of exporters and non-exporters. The robust 24% return rate enhances the validity of the survey results.

Among current exporters, information regarding competitors, consumers and distributors in specific export markets represent five of the six most highly valued assistance needs. Assistance in finding distributors and agents are especially important to inexperienced exporters and those dissatisfied with their current export program. Non-exporters place priority on training and assistance in understanding the fundamentals of developing a successful winery export program. Finally, both exporters and non-exporters give high priority to learning about the export experiences of other wineries which they feel will help improve their own international trade endeavors.