Small Firms Crafting Growth Niches in the French Wine Industry: The Role of Entrepreneurial Marketing

Abstract

The Case Study section of the International Journal of Entrepreneurship and Innovation serves two purposes. First, the case studies presented are concerned with problematical issues that are pertinent to students of entrepreneurship. Thus they constitute appropriate teaching and learning vehicles on a variety of postgraduate and undergraduate programmes. Each case study is accompanied by a set of guidelines for the use of tutors. Second, it is envisaged that those engaged in entrepreneurial activities will find the cases both interesting and useful.

This case study focuses on Domaine de Mourchon, a niche producer of Côtes du Rhône Villages, Séguret Wines in France, owned by the Scottish McKinlay family. The case explores the role of entrepreneurial marketing in helping small independent wine producers to craft strong niche positions in a mature industry. Over the last two decades, French wine producers have been faced with changing consumption and production patterns and fiercer competition, particularly from the New World wine producers. McKinlay entered wine production in 1998 at the height of the industry decline in France. The case allows for the exploration of how a small independent domaine has been proactive in integrating customer preferences, competitor intelligence and product knowledge into the process of creating and delivering superior value to customers in an attempt to achieve a strong market positioning. The activities of McKinlay highlight some of the important considerations for successful entrepreneurial marketing in an industry facing severe marketing problems.

Learning objectives: a) to explore the role of entrepreneurial marketing in promoting small firm growth, particularly in mature and/or declining industries; (b) to assess branding and the establishment of or involvement in cooperative interorganizational networks as key factors in successful entrepreneurial marketing; and (c) to stimulate debate about the role of entrepreneurial marketing for small and large firms in different industries.