Entrepreneurial marketing within the French wine industry

Author： Thomas Lisa C. Painbéni Sandra Barton Harry

ISSN： 1355-2554

Source： International Journal of Entrepreneurial Behaviour and Research, Vol.19, Iss.2, 2013-03, pp. : 238-260

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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.