Small firms crafting growth niches in the French wine industry: the role of entrepreneurial marketing

Author： Barton Lisa C. Painbéni Sandra Barton Harry

ISSN： 1465-7503

Source： The International Journal of Entrepreneurship and Innovation, Vol.13, Iss.3, 2012-08, pp. : 211-218

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Abstract

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.