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Family culture and organisational systems as antecedents of market orientation and performance among family wineries

Christopher Karl Köhr (Department of Agricultural and Food Sciences, University of Bologna, Bologna, Italy)
Armando Maria Corsi (School of Marketing, Ehrenberg-Bass Institute for Marketing Science, Adelaide, Australia)
Roberta Capitello (Department of Business Administration, University of Verona, Verona, Italy)
Gergely Szolnoki (Department of Business Administration and Market Research, Hochschule Geisenheim University, Geisenheim, Germany)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 4 June 2019

Issue publication date: 12 June 2019




This study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family businesses in the wine sector in three countries.


A survey by questionnaire was undertaken with 123 wineries in Australia, Germany and Italy. Multiple-item measurement scales and multiple regression models were used to investigate mediation effects.


The findings indicate a marked influence of organizational systems and family culture on financial performance. Market orientation fully mediates the effect of family culture and partially mediates the effect of organizational systems on financial performance.

Practical implications

From a managerial perspective, this research indicates the central role of family culture when evaluating a firm’s capabilities and potential in the long term. The findings and their implications are of immediate concern for family firms in the wine sector.


For the first time, the antecedents of market orientation are investigated through simultaneous application of two key frameworks from marketing research and family business research in a single joint analysis.



Köhr, C.K., Corsi, A.M., Capitello, R. and Szolnoki, G. (2019), "Family culture and organisational systems as antecedents of market orientation and performance among family wineries", International Journal of Wine Business Research, Vol. 31 No. 2, pp. 180-202.



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