Geography Papers 2017, 63 DOI: http://dx.doi.org/10.6018/geografia/2017/290401 ISSN: 1989-4627 Geography Papers, 63 (2017) INDICATORS FOR CHARACTERISING TECHNOLOGY AND MARKET TYPES IN PROTECTED DESIGNATIONS OF ORIGIN OF WINE Samuel Esteban Rodríguez 1 & Eugenio Climent López 2 University of Zaragoza 1. INTRODUCTION Vine growing has formed part of the Spanish agricultural landscape since ancient times (QUESADA, 1994; BLÁZQUEZ, 1998; BURILLO, 2010). Today 90 Protected Designations of Origin (PDOs) are active in Spain. The wine sector is clearly important in the country's historic and cultural heritage, its landscape and economy. Although the designations of origin operate under the same protection system, their marketing model can differ. Some areas focus more on elite markets comprising a small number of consumers and other PDOs target larger markets. Other differences mainly concern the production model: the way production factors are combined differs in each designation. Lastly, recognition of the wine‘s quality and its sales price vary considerably, not only between brands or wineries, but also, when averages are analysed, between production areas. Production model characteristics, marketing issues and the predominant form of competition are aspects that can be considered when analysing the sector‘s structure, comparing production regions and identifying homogenous PDO groups. The worlds of production theory (SALAIS et al., 1992) provides a suitable study framework since it analyses industrial activity based on two main dimensions—production technology type and destination market type—leading to some specific conventions that include the competition model. The purpose of this study is to define some intelligible indicators for technology type and market type for the PDO wine classification adopting the framework of the worlds of production theory. 2. THEORETICAL FRAMEWORK SALAIS et al., (1992) posited the existence of four product types, each characterised by a specific competitive model based on a combination of two dimensions: the type of production technology and the type of destination market. The technology type differentiates specialised products, for which the knowledge required to produce them is not generalised, from standardised products, for which the knowledge to produce them is widely known and economies of scale appear in their production. The market type differentiates dedicated markets, where product personalization based on customer preferences predominates, from generic markets, where demand is predictable and comprises anonymous consumers. The crossover of these two main dimensions enables us to identify the four worlds of production. 2.1 THE WORLDS OF PRODUCTION The interpersonal (specialised-dedicated) world is the one in which personalised high-quality products are marketed. Competition between companies in this world of production focuses on product attributes above price. In the market (standardised-dedicated) world, differentiated products produced with a high level of automation are marketed. Competition in this type of product focuses on price. However, as companies must meet the differentiation requirements for this market niche, there 1 Territorial Development Study Group of the University of Zaragoza (GEDETUZ), University of Zaragoza. E-mail: samuelesteban@ono.com 2 Territorial Development Study Group of the University of Zaragoza (GEDETUZ), University of Zaragoza. E-mail: ecliment@unizar.es