Entrepreneurial marketing seeks to create, communicate and deliver value to customers and manage customer relationships in ways that benefit the organization. This paper explores whether increased entrepreneurial marketing practices at North Carolina wineries can lead to enhanced winery performance. A web survey was delivered to N.C. wineries by email. The results suggest that winery customer intensity and innovation was positively related to winery satisfaction of winery performance. Also, innovation and value creation were found to be positively related to percentage sales change at wineries.
Shows, George D.; Albinsson, Pia A.; and Stoddard, James E.
"Entrepreneurship Marketing in North Carolina’s Wine Industry,"
Atlantic Marketing Journal: Vol. 6
, Article 4.
Available at: https://digitalcommons.kennesaw.edu/amj/vol6/iss2/4