Unpacking Stimuli and Barriers to Internationalization Across Export Stages: The Case of Spanish Wine Firms in China

Firm internationalization has been analyzed from different angles based on various theories. However, qualitative research on the stability of the factors that motivate and hinder internationalization across the export stages in emerging markets is limited. This study builds on the “stages” theories of internationalization, providing a detailed analysis of the perceived stability of stimuli and barriers during the exploration, entry, and expansion stages. We focus on a sample of Spanish wine firms exporting to China—a key wine market, with annual growth rates of over 25% between 2000 and 2020. The results suggest that the perception of most barriers is stage-dependent, varying over time as commitment levels evolve. The main stimuli, on the other hand, remain constant across the different export stages. Moreover, we find that firm size, international experience, and access to local and international networks are key factors that influence the evolution of firms' internationalization in China, while lateral rigidity continues to constrain the expansion of smaller companies. These findings contribute to a deeper understanding of the opportunities and challenges of doing business in an emerging market, particularly in the institutional context in China, as well as their evolution over different stages of internationalization. Furthermore, they offer insights into the dynamics of the Chinese wine market and the implications for European exporters.