The winemaker as entrepreneurial marketer: an exploratory study

Sarita Ray Chaudhury, Pia A. Albinsson, George David Shows, Virginia Moench
  • International Journal of Wine Business Research, November 2014, Emerald
  • DOI: 10.1108/ijwbr-06-2013-0023

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.


Dr Pia A Albinsson
Appalachian State University

This article includes data analysis from small to larger winemakers that face different struggles in their every day operations. Our findings may assist other winemakers in their efforts.

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The following have contributed to this page: Dr Pia A Albinsson and Dr George D Shows