Internationalization and the wine industry: an entrepreneurial marketing approach

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.

KEYWORDS:

• Entrepreneurial marketing
• internationalization
• wine industry
• marketing orientation
• entrepreneurial orientation

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 https://www.nzwine.com/en/media/statistics/annual-report, accessed 3 March 2021

2 https://www.nzwine.com/en/region/ accessed 3 March 2021

3 https://www.nzwine.com/en/media/our-people/ downloaded 11/03/2021

4 https://www.nzwinehome.co.nz/ accessed 11/03/2021