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Aquisições e diversificação : o caso da Aveleda
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Este estudo examina a estratégia de aquisição da Aveleda, uma das empresas familiares líderes no sector vitivinícola português, com o objetivo de analisar o impacto destas iniciativas na sua diversificação. Num ambiente empresarial cada vez mais dinâmico e competitivo, as empresas vêem-se confrontadas com a necessidade de expandir as suas operações geográficas e diversificar a sua carteira de produtos e serviços para se manterem competitivas e resilientes. No caso da Aveleda, esta expansão estratégica traduziu-se na aquisição de propriedades emblemáticas como a Quinta do Sabor, no Douro, e a Villa Alvor, no Algarve. Em termos comerciais, o objetivo é reforçar a presença da marca Aveleda nos mercados nacionais e internacionais e aumentar a visibilidade e notoriedade dos seus produtos. Por outro lado, no sector do enoturismo, a diversificação é fundamental para proporcionar experiências autênticas e imersivas, criar uma ligação emocional com os consumidores, reforçar a identidade local e promover a fidelização à marca. A estratégia de investigação é um estudo de caso que inclui entrevistas a gestores de empresas e uma revisão da literatura sobre estratégias de aquisição e diversificação. O estudo pretende, assim, contribuir para a compreensão da forma como as aquisições estratégicas potenciam o crescimento das empresas familiares em sectores tradicionais e promovem a resiliência, a adaptabilidade e o reforço da marca no mercado global.
This study examines the acquisition option implemented by Aveleda, one of the leading family owned companies in the Portuguese wine sector, with the aim of analyzing the impact of these initiatives on its diversification. In an increasingly dynamic and competitive business environment, companies are faced with the need to expand their geographical operations and diversify their portfolio of products and services in order to remain competitive and resilient. In Aveleda's case, this strategic expansion has resulted in the acquisition of emblematic properties such as Quinta do Sabor, in the Douro, and Villa Alvor, in the Algarve. Commercially, the aim is to strengthen the presence of the Aveleda brand in national and international markets and increase the visibility and awareness of its products. On the other hand, in the wine tourism sector, diversification is key to providing authentic and immersive experiences, creating an emotional connection with consumers, strengthening local identity and promoting brand loyalty. The research strategy is a case study that includes interviews with company managers and a review of the literature on acquisition and diversification strategies. The study thus aims to contribute to understanding how strategic acquisitions boost the growth of family businesses in traditional sectors and promote resilience, adaptability and brand reinforcement on the global stage.
This study examines the acquisition option implemented by Aveleda, one of the leading family owned companies in the Portuguese wine sector, with the aim of analyzing the impact of these initiatives on its diversification. In an increasingly dynamic and competitive business environment, companies are faced with the need to expand their geographical operations and diversify their portfolio of products and services in order to remain competitive and resilient. In Aveleda's case, this strategic expansion has resulted in the acquisition of emblematic properties such as Quinta do Sabor, in the Douro, and Villa Alvor, in the Algarve. Commercially, the aim is to strengthen the presence of the Aveleda brand in national and international markets and increase the visibility and awareness of its products. On the other hand, in the wine tourism sector, diversification is key to providing authentic and immersive experiences, creating an emotional connection with consumers, strengthening local identity and promoting brand loyalty. The research strategy is a case study that includes interviews with company managers and a review of the literature on acquisition and diversification strategies. The study thus aims to contribute to understanding how strategic acquisitions boost the growth of family businesses in traditional sectors and promote resilience, adaptability and brand reinforcement on the global stage.
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Aquisições Diversificação Estudo de caso Portugal Setor vitivinícola Aveleda Acquisitions Diversification Case study Wine sector
Contexto Educativo
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Licença CC
Sem licença CC