The winemaker as entreprenurial marketer
What is it about?
This article describes winemakers’ entrepreneurial marketing efforts. We find that survival drives all other entrepreneurial marketing dimensions where accounting for risk is pervasive rather than a stand-alone dimension. Knowledge gained from intense customer focus is used for new product and service innovations. The leveraging of individual and shared resources is another dimension of entrepreneurial marketing that is demonstrated in our analysis.
Why is it important?
As many new wineries are boutique wineries it is useful for owners to see what activities are helpful to grow their business and be successful.
The following have contributed to this page: Dr Pia A Albinsson and Dr George D Shows
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