ABSTRACT
In a rapidly developing and completive market, the survival of rural wineries depends on the
continuous upgrading of competitive value in Taiwan. There are many different value activities in the
value chain, and each one involves different buyer’s needs. There can be more than one successful
strategic alliance in an industry if there are a number of attributes that are widely valued by customers.
Analyzing a value chain may produce another way for a strategic alliance with buyer value. This paper
defines the common value chain of rural wineries. Initially we use a literature review and then, through
personal interviewing, interpret how the Taiwanese rural wineries’ managers upgrade their product
value. Finally, we invited leaders from rural wineries to focus group interviews and discussed concrete
strategies for alliance. The results will upgrade the research on competitive advantage and provide the
rural winery managers with concrete strategies for future alliance planning.
Relation:
Asian Journal of Management and Humanity Sciences 4(2-3):147-160
