Entrepreneurial marketing within the French wine industry
International Journal of Entrepreneurial Behavior & Research
ISSN: 1355-2554
Article publication date: 1 March 2013
Abstract
Purpose
The aim of this paper is to develop an understanding of the value and application of entrepreneurial marketing within the French wine industry.
Design/methodology/approach
Following an initial review of the literature describing the nature of entrepreneurial marketing and its potential application within the wine industry, a case study is presented of a small independent winery of the Côtes du Rhône in order to explore the theory and practice of entrepreneurial marketing in this commercially important French wine growing region.
Findings
The marketing approach adopted by the case company is found to contrast with the traditional adversarial approach to competition prevalent throughout the French wine industry. The case study illustrates how entrepreneurial marketing has allowed the leverage of superior knowledge of customer preferences, market intelligence and product knowledge in the process of delivering superior value to the customer through brand differentiation at firm level. Additionally, engaging in cooperative relationship development at regional and international level appears significant in creating opportunities for knowledge acquisition and innovation.
Originality/value
The research provides interesting insights into the potential value of the adoption of entrepreneurial marketing by small wineries in France.
Keywords
Citation
Thomas, L.C., Painbéni, S. and Barton, H. (2013), "Entrepreneurial marketing within the French wine industry", International Journal of Entrepreneurial Behavior & Research, Vol. 19 No. 2, pp. 238-260. https://doi.org/10.1108/13552551311310392
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited