Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Validation Of Entrepreneurial Marketing Dimensions In North Carolina Wineries, George D. Shows, Pia A. Albinsson, James E. Stoddard
Validation Of Entrepreneurial Marketing Dimensions In North Carolina Wineries, George D. Shows, Pia A. Albinsson, James E. Stoddard
Atlantic Marketing Journal
This aim of this article is to test and validate a recently developed Entrepreneurial Marketing (EM) scale in the context of North Caroline Wineries. Previous EM literature suggests that EM consists of six dimensions, namely 1) proactive orientation, 2) opportunity orientation, 3) customer intensity, 4) innovation focused, 5) risk management, and 6) value creation. Using confirmatory factory analysis and structural equation modeling on data collected from small businesses (e.g., NC wineries), results confirm the EM consists of five of the proposed six dimensions in the NC winery context. Risk management was not included in the final model. Implications for theory …
Entrepreneurship Marketing In North Carolina’S Wine Industry, George D. Shows, Pia A. Albinsson, James E. Stoddard
Entrepreneurship Marketing In North Carolina’S Wine Industry, George D. Shows, Pia A. Albinsson, James E. Stoddard
Atlantic Marketing Journal
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.