Julio Elías* and Gustavo Ferro** AAWE’s Annual Conference in Ithaca/NY 2018 Understanding Innovations and the Diffusion of Knowledge in New World Wines: Conceptual and Experimental Innovations in Argentina Julio Elías* and Gustavo Ferro** *UCEMA, Buenos Aires, Argentina je49@ucema.edu.ar **UCEMA and CONICET, Buenos Aires, Argentina gaf97@ucema.edu.ar

Motivation How does the process of applying knowledge to the industry work? How do people innovate? What is inside the innovation black box? Can the innovation process be stylized?

Scope We study the main results of Argentina’s wine industry innovations: 1) Increased internationalization in the market. 2) Improved quality (and export prices). 3) Differentiated products (such as Malbec and Torrontés).

Method Two cases: Approach to innovation: Catena (Mendoza, Center-West) Etchart & Rolland (Salta, North-West) Approach to innovation: Conceptual innovators Experimental innovators SOUTH AMERICA

New World’s participation in the wine export market Countries Variable 1990 1995 2000 2005 2010 2013 NW6 Export Quantity (Index 1990 = 100) 100 296 524 846 1,157 1,262   Export Value (Index 1990 = 100) 302 770 1,494 2,132 2,495 Average Price (Index 1990 = 100) 102 147 177 184 198 OW6 Export Quantity (Index, 1990 = 100) 111 123 142 179 Export Value (Index, 1990 = 100) 114 128 193 249 314 Average Price (Index, 1990 = 100) 103 104 136 140 175 Argentina 411 176 428 538 616 377 759 1,558 3,761 4,527 92 430 364 699 735 Source: FAOSTAT (at February 20th, 2018). NW6 = New World 6 (Argentina, Australia, Chile, New Zealand, South Africa, United States). OW6 = Old World 6 (France, Germany, Greece, Italy, Portugal, Spain)

New World’s average export prices as a proportion of French wines Countries 1990 1995 2000 2005 2010 2013 Average 1990-2013 Std. Dev. 1990-2013 Argentina 0.11 0.09 0.47 0.27 0.44 0.40 0.29 Australia 0.73 0.63 0.85 0.59 0.41 0.37 0.64 0.20 Chile 0.35 0.42 0.36 0.32 0.38 0.04 New Zealand 0.78 0.84 0.69 1.13 0.54 0.86 0.97 0.23 South Africa 0.33 0.21 United States 0.39 0.56 0.46 0.55 0.45 New World 6 0.34 0.57 0.08 France 1.00 0.00 Germany 0.51 0.43 0.50 0.49 0.48 Greece 0.07 Italy Portugal 0.14 Spain Old World 6 0.62 0.65 0.06 Source: FAOSTAT (at February 20th, 2018).

Two types of innovators Goals Methods Outcomes Conceptual Specific and sudden discoveries (discontinuous). The goal is precise. Goals stated in advance. Detailed preparatory plans. A final work developed systematically Experimental Imprecise in advance and evolutionary. The goal is a topic or problem. Tentative and incremental. Trial and error. Slow building of skills yields to a body of work Source: Own elaboration, based on Galenson (2007).

Case studies Catena Experimental Case of Study Type of innovator Focus Catena Experimental 1980s-1990s intent to replicate California’s revolution in Argentina. 1990s-2000s the development of a local grape insignia (Malbec) in the main productive zone of Argentina (Mendoza). 2010-to date, experimentation in different heights and terroirs. Etchart & Rolland Conceptual 1990s concept: world class wines can be produced outside Old World traditional producers, of combining high quality practices and technology with local resources (land and varieties). In so doing, hiring of an international expert to implant new practices and know how. 2000s-to date, diffusion of Torrontés and high quality Malbec in a peripheric productive zone of Argentina (Salta).

Dr. Nicolás Catena Zapata Bodega Catena Zapata, Luján de Cuyo, Mendoza, Argentina.

Mr. Arnaldo Etchart Bodega San Pedro de Yacochuya, Cafayate, Salta, Argentina.

From common desire to produce world class wines… and given the historical primacy of French wines as quality paradigm, California’s success in producing world class wines and Chile’s remarkable internationalization… two types of innovators, Catena (experimental), Etchart & Rolland (conceptual), left bulk wine production and sold old wineries. recognized the importance of height and soil, knowledge and technology achieved the globalization of “local” grapes as Argentine insignias (Malbec & Torrontés). gained international awards and recognition.

Thank you for your attention! gaf97@ucema.edu.ar