Ray Chaudhury, Sarita; A. Albinsson, Pia; David Shows, … - In: International Journal of Wine Business Research 26 (2014) 4, pp. 259-278
Purpose – The purpose of this study is to examine, through the lens of entrepreneurial marketing theory, everyday business practices of small-scale winemakers in a challenging small wine region in the USA. Design/methodology/approach – In-depth interviews and participant observations were...