Small Firms Crafting Growth Niches in the French Wine Industry: The Role of Entrepreneurial Marketing

2012 ◽  
Author(s):  
Lisa C. Barton ◽  
Sandra Painbéni ◽  
Harry Barton
Keyword(s):  
Small Firms ◽  
Wine Industry ◽  
Entrepreneurial Marketing

Small Firms Crafting Growth Niches in the French Wine Industry: The Role of Entrepreneurial Marketing

2012 ◽  
Vol 13 (3) ◽  
pp. 211-218 ◽  
Author(s):  
Lisa C. Barton ◽  
Sandra Painbéni ◽  
Harry Barton
Keyword(s):  
Teaching And Learning ◽  
Small Firms ◽  
Firm Growth ◽  
Wine Industry ◽  
Product Knowledge ◽  
Wine Production ◽  
Entrepreneurial Marketing ◽  
Entrepreneurial Activities

The Case Study section of the International Journal of Entrepreneurship and Innovation serves two purposes. First, the case studies presented are concerned with problematical issues that are pertinent to students of entrepreneurship. Thus they constitute appropriate teaching and learning vehicles on a variety of postgraduate and undergraduate programmes. Each case study is accompanied by a set of guidelines for the use of tutors. Second, it is envisaged that those engaged in entrepreneurial activities will find the cases both interesting and useful. This case study focuses on Domaine de Mourchon, a niche producer of Côtes du Rhône Villages, Séguret Wines in France, owned by the Scottish McKinlay family. The case explores the role of entrepreneurial marketing in helping small independent wine producers to craft strong niche positions in a mature industry. Over the last two decades, French wine producers have been faced with changing consumption and production patterns and fiercer competition, particularly from the New World wine producers. McKinlay entered wine production in 1998 at the height of the industry decline in France. The case allows for the exploration of how a small independent domaine has been proactive in integrating customer preferences, competitor intelligence and product knowledge into the process of creating and delivering superior value to customers in an attempt to achieve a strong market positioning. The activities of McKinlay highlight some of the important considerations for successful entrepreneurial marketing in an industry facing severe marketing problems. Learning objectives: a) to explore the role of entrepreneurial marketing in promoting small firm growth, particularly in mature and/or declining industries; (b) to assess branding and the establishment of or involvement in cooperative interorganizational networks as key factors in successful entrepreneurial marketing; and (c) to stimulate debate about the role of entrepreneurial marketing for small and large firms in different industries.

Confronting the unprecedented: micro and small businesses in the age of coronavirus disease 2019

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alessandro Bressan ◽  
Abel Duarte Alonso ◽  
Seng Kiat Kok
Keyword(s):  
Small Businesses ◽  
Design Methodology ◽  
Small Firms ◽  
Theory Of Planned Behaviour ◽  
Theoretical Framework ◽  
Wine Industry ◽  
Online Questionnaire ◽  
Content Type ◽  
Key Stakeholders

PurposeThe purpose of this study is to understand how micro and small firms are navigating through the coronavirus disease 2019 (COVID-19) threat, and the alternatives they are implementing to coexist with the ongoing crisis. To this end, Italy's socioeconomically and traditionally significant wine industry is examined. The study considers insights of the theory of planned behaviour (TPB) and develops a theoretical framework, which proposes various emerging theoretical dimensions, including proactiveness, support-reliance and resourcefulness.Design/methodology/approachWinery owners–managers were contacted and invited to partake in the study completing an online questionnaire. Overall, 167 useable responses were collected.FindingsWhile facing the loss of vital income through decreasing demand and exports, participants resort to exploiting various initiatives, including “reinventing” their firms. Their observations also recognise the vital supporting role of various key stakeholders, first and foremost family members, as well as clients and staff. Concerning how owners-managers envision managing their firm post-COVID-19, two predominant groups are identified, one strongly favouring modern-day alternatives, and the second committing to the firm's traditional business model. Overall, the different predictors of the TPB, namely attitude, subjective norms and perceived behavioural control emerged.Originality/valueThis study is one of the first that empirically analyses micro and small firms in a socioeconomically and traditionally significant industry during an unprecedented event. In addition, the proposed theoretical framework provides a roadmap and guide to examine, understand and assimilate the entrepreneurial journey through a devastating event.

The Changing Size Distribution of California's North Coast Wineries

2014 ◽  
Vol 9 (1) ◽  
pp. 51-61 ◽  
Author(s):  
Don Cyr ◽  
Joseph Kushner ◽  
Tomson Ogwang
Keyword(s):  
Size Distribution ◽  
Small Firms ◽  
Goodness Of Fit ◽  
Nonparametric Density Estimation ◽  
Wine Industry ◽  
Estimation Methods ◽  
North Coast ◽  
Size Distribution Of Firms ◽  
Goodness Of Fit Tests ◽  
Kernel Density Estimates

AbstractIn this paper, we use three different goodness-of-fit tests for log-normality in conjunction with kernel nonparametric density estimation methods to examine both the size distribution of California North Coast wineries over time and by age. Our kernel density estimates indicate that the size distribution of wineries has changed from positively skewed to bimodal. These results are inconsistent with those in other industries, but are consistent with recent empirical research in the wine industry, which finds that smaller firms are comprising a larger component of market share. In terms of the distribution of firm size by age, our results indicate that as wineries age, the size distribution of firms becomes less skewed and more bimodal, which is also inconsistent with the research on other industries which finds that as firms age, the size distribution becomes more normal. Our results indicate that unlike other industries, where entry is very difficult, small firms can enter the wine industry and survive. (JEL Classifications: L11, L22, L25)

scholarly journals The Role of Marketing Research for Entrepreneurship

2007 ◽  
Vol 6 (2) ◽  
pp. 25-37
Author(s):  
Jyotirmoy Ghosh ◽  
G Anjaneyaswamy
Keyword(s):  
Life Cycle ◽  
Market Research ◽  
Planning Process ◽  
Marketing Research ◽  
New Product ◽  
Entrepreneurial Marketing ◽  
Actual Experience ◽  
Marketing Decision ◽  
Start Up

Marketing research is defined as "the systematic and objective process of gathering, recording, and analyzing data for aid in making marketing decision." The essence of marketing research is to provide information used in decision making, and for the entrepreneur; there are fundamental differences between market information needed prior to start up and after a firm is established. Prior to opening for business, the entrepreneur wants to know whether a market exist for a new product or service, who is likely to be a primary customer, how to position the enterprise in a market, and how the product or service will be priced, promoted and distributed. Addressing these issues become part of the pre start up planning process. Once a firm has become established, much of this information is authenticated through actual experience, and market research expands to include a continuous competitive analysis.An effort has been made to demonstrate the above mentioned characteristics of marketing research undertaken by the entrepreneurs. The first half of the article portrays an effective framework of the methodology for marketing research. Entrepreneurial marketing research differs from its normal counterpart. These exclusive features are expressed and discussed in details. In the second part of the article, an effort has been made to narrate the nature of marketing research that can be ideally applied to all the different stages of successful venture life cycle. The functioning of all the different stage of the life cycle are discussed with the corresponding marketing research techniques that can be ideally applied, being expressed.

scholarly journals Marketing analysis of the Villány wine region

2014 ◽  
pp. 119-123
Author(s):  
Klára Törökné Kiss
Keyword(s):  
Wine Industry ◽  
Natural Conditions ◽  
Wine Production ◽  
Wine Consumption ◽  
The Future ◽  
Marketing Analysis ◽  
Wine Region

Hungarian wine is not in such a bad position as it is considered. We have outstanding specialists and the country’s natural conditions are also proper. In Hungary, there are wine production and wine consumption has a major traditions. The role of marketing in our wine industry is growing more and more, and this trend is expected to continue in the future. The development of tourism in wine-growing regions and advertising would considerably promote the popularity of Hungarian wine.

Market dynamics in the Netherlands: Competition policy and the role of small firms

2001 ◽  
Vol 19 (5) ◽  
pp. 795-821 ◽  
Author(s):  
David B. Audretsch ◽  
George van Leeuwen ◽  
Bert Menkveld ◽  
Roy Thurik
Keyword(s):  
The Netherlands ◽  
Competition Policy ◽  
Small Firms ◽  
Market Dynamics

Dimensione e concentrazione dei gruppi bancari italiani nell'ultimo decennio

2009 ◽  
pp. 21-39
Author(s):  
Vittoria Cerasi ◽  
Lisa Crosato
Keyword(s):  
Mergers And Acquisitions ◽  
Size Distribution ◽  
Small Firms ◽  
Credit Rationing ◽  
Substitution Effect ◽  
Jel Classification ◽  
Steady Increase ◽  
Credit Supply ◽  
Market Shares

- The paper analyzes the change in the size distribution of Italian banking groups over the period 1999 to 2007 following a wave of M&As among large banks. Had this process increased the degree of concentration we would have expected greater credit rationing for small firms, given the central role of Italian banks in financing small firms. We measure this change through widely used measures of concentration on branches. First, we observe a steady increase in concentration that can be captured only by looking at the overall size distribution. Other measures do not perceive this change until the year 2007, when the very large banks merged. Second, by focusing on the banking groups that have been active players in M&As we do see a decline in concentration, since smaller players have caught up with the larger ones in terms of rate of size increase. This contrasts with the role of the new entries and the disappearance of banks following mergers, that has increased the dispersion of market shares. The implications are that: i) there is a credit termination risk due to the rise in active players' size, but ii) credit rationing may not occur due to a substitution effect in credit supply from new entries. Keywords: bank market structure; size distribution of banks; measures of concentration; credit rationing of SME; mergers and acquisitions Parole chiave: struttura dell'industria bancaria; distribuzione per dimensione delle banche; misure della concentrazione; razionamento del credito alle PMI; fusioni e acquisizioni Jel Classification: G21 - L11

Role of Entrepreneurship in Networked Indian Economy

2015 ◽  
pp. 36-59 ◽  
Author(s):  
Neeta Baporikar
Keyword(s):  
Urban Areas ◽  
Small Firms ◽  
Knowledge Networks ◽  
Entrepreneurial Activity ◽  
Competitive Environment ◽  
Network Operator ◽  
Indian Economy ◽  
Networked Economy ◽  
The City

Historically, all societies may have a constant supply of entrepreneurial activity, but that activity is distributed unevenly. Urban areas are favourable for innovative entrepreneurship, as a result of economies of density and the opportunities created by the city as a nucleus of a broader network. Thus, a modem entrepreneur tends to become increasingly a network operator and manager. The purpose of this chapter is to contribute to our understanding on entrepreneurship in networked economy of India; thereto the literature is summarized from the perspective of geographical seedbed conditions and network constellations. It focuses on the role played by small firms and entrepreneurship. The constraints are identified, and the areas that need action are highlighted. It is also suggested that in the age of liberalization and globalization, any attempt at creation of a competitive environment in the country would need to explicitly note the emerging global production and knowledge networks.

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