Commanding Factors of the Wine Complex in the Province of Mendoza

Abstract

In this paper we propose to analyze innovation, technology and marketing as command factors that differentiate the processes of valorization and capital accumulation of the leading agents with respect to the rest of the socio-economic agents of the complex. Being the of command factors skills, qualities and characteristics that sustain the processes of virtuous accumulation and the differential profit rates of the leading agents that integrate the dominant stratum of the wine bourgeoisie settled in Mendoza. Given the transformations that occurred in the complex after the so-called winemaking reconversion process since the mid-nineties, we observed a modification in the order of priority of the command factors, particularly in the varietal wine submarket, which has been the one with the greatest relative dynamism in the industry in the period analyzed (2002-2015). Hence, our interest in the role that technology, innovation and marketing fulfill in the post-fordist winemaking model, topics that we will develop from the systematization of qualitative information.