Internationalization and the wine industry: an entrepreneurial marketing approach. (2nd January 2022)

• Record Type: Journal Article
• Authors: Morrish, Sussie C.; Wolf, Hannah; Meriluoto, Laura
• Is Part Of: Journal of wine research. Volume 33:Number 1(2022)
• Page Start: 40
• Page End: 55
• Publication Date: 2022-01-02
• Subjects: Entrepreneurial marketing -- internationalization -- wine industry -- marketing orientation -- entrepreneurial orientation; Viticulture -- Great Britain -- Periodicals; Viticulture -- Periodicals; Wine and wine making -- Periodicals; 641.22072
• DOI: 10.1080/09571264.2022.2045922
• Languages: English
• ISSNs: 0957-1264

Abstract

ABSTRACT: The aim of this paper is to present a conceptualization of entrepreneurial marketing approaches that wineries can adopt in internationalization. Bringing together literature on marketing, entrepreneurship, internationalization, networks and serendipity, we argue that adopting an entrepreneurial marketing orientation (EMO) is appropriate for the wine industry and offer a set of propositions based on networks and serendipity literature to support an EMO and internationalization framework. EMO allows the wine industry to navigate the competitive and turbulent nature of the industry and overcome the challenges during the early stage of the internationalization journey. The paper offers a foundation to better understand the internationalization process of the wine sector and the benefits of EMO to wineries entering international markets.