Strategies to Increase Exports of Wine Companies of the Valle de Guadalupe Region in Baja California, México

This research analyzes the exports of wine companies in the Valle de Guadalupe region in the State of Baja California, Mexico. The objective is to determine the factors that induce strategic decision making to achieve a high-performance level of productive capacity. The hypothesis suggests that production, technological innovation, and competitiveness are the factors that favor the exports of these wine companies. For the statistical analysis, Partial Least Squares structural equation modeling (PLS-SEM) is used, including the evaluation of the out-of-sample predictive power by means of PLS predict. The methodology used includes a qualitative analysis of the current situation on the subject and a quantitative study of data obtained by applying a 41-item instrument to ninety- two companies. The main findings show that the variable that presents a higher degree of association is competitiveness and the variable that presents a lower degree is production. Another finding is that there is a need to strengthen collaborative projects with a Cluster Approach, in which the collaboration network between these companies, government agencies, wine associations and educational institutions must be actively involved. The main strategies proposed are three: the first in relation to competitiveness is to improve operational planning to increase productivity. The second is to achieve a more competitive price by purchasing supplies collaboratively between companies; the existing common bond and business cooperation will allow exports to increase. The third is to manage a greater participation of the government, in terms of financing and support, investment in highway infrastructure, reduction of taxes on this item and the sustainable administration of the State s water resources.