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1 – 1 of 1Randi Hutchens, Kelly Way and Jennifer N. Becnel
This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business…
Abstract
Purpose
This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe and the role of agriculture in the preservation of tribal heritage were considered.
Design/methodology/approach
A modified mixed-methods exploratory sequential research model was used to collect and organize data in two studies. In Study 1 quantitative data was used to inform the development of Study 2 which included a qualitative interview protocol. Qualitative interviews followed to elaborate on the various aspects of each of these areas of consideration.
Findings
Results indicate that there is neutral to positive opinion on tribal wineries and that any venture would have to be carefully thought out in terms of marketing and preserving tribal heritage.
Practical implications
This research examined the potential strengths, challenges and opportunities provided by tribal winery operation that can be used to inform future business practices.
Originality/value
The results of this research provide a framework for consideration of the potential strengths and opportunities provided by tribal winery operation.
Details